Nua Woman has rolled out a campaign, ‘#PeriodTips’, to spotlight its period panties as part of the brand’s ongoing series, The Story of Every Girl.

The campaign consists of an ad film. 

The film opens with a young woman walking into a cafe. She unties the jacket around her waist and heads to the counter to place her order. As she does, the camera shifts to nearby tables where senior women cast disapproving looks at her outfit and the tattoo on her lower back. A voiceover cuts in: irritants are a part of life - but they shouldn’t be part of one's period. The brand then introduces its period panties. The film closes with the young woman, unfazed by the stares, coolly telling one of the judgmental women that perhaps she should consider getting another tattoo.

What we think about it: Cleverly ties everyday judgment and social irritations to the discomfort of periods, making the brand promise feel relatable. While the setup risks feeling a bit on-the-nose, the closing moment lands with confidence and reinforces Nua’s positioning of comfort without compromise.

The campaign was rolled out across social media on 11 September.