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PERIOD / Free the Period / Ignite / No More Secrets / The Flow Initiative: Loopholes Cereal


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Nearly 1 in 4 people in the US who menstruate don't have access to period care products, and without major federal support, many have to choose between buying food or buying period care. Beginning on International Women's Day (March 8) creative agency 72andSunny New York is taking a stand with Loopholes, a fictional cereal brand where the 'prize' in each box isn't a toy, but a cycle's worth of tampons and pads. Because food is SNAP-eligible, they found a way to make period care products accessible to people who otherwise couldn't access or afford them. Thus, the Loophole. Made in partnership with nonprofits PERIOD., Free the Period, Ignite, No More Secrets and The Flow Initiative, sustainable period care brand, August, and plant-based cereal brand, OffLimits, Loopholes puts the severity of period poverty on people’s radar and directly calls on politicians and influencers to support the Menstrual Equity For All Act. Through a series of films, social assets and ongoing activations including a panel at SXSW and influencer campaign to bring the concept of period poverty and a (satirical) solution of Loopholes cereal to life. Urging all outraged to get involved by visiting LoopholesCereal.com to directly send a message to their representative asking for their support for the Menstrual Equity For All Act and to make an immediate impact by donating supplies to non-profit organizations to get them in the hands of those who need it most.

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