2025 Winner
The M for Mpact
GoldEducation & Advocacy
GoldInfluencer/Talent Marketing
BronzeIntegrated Campaign Led by PR
Knix
"Sport Your Period"
Rethink
"Sport Your Period"
Rethink
Blood is seen as a badge of honour in sports, and yet one in two teens quit sports out of fear of blood leakage – and the shame – that comes with menstruation. Knix’s “Sport Your Period” aimed to normalize periods.
The leak-proof apparel company created a decal in the shape of a red blood cell to symbolize periods, designed to be sweatproof, nonobstructive and visible on every skin tone. To bypass official sponsorship rules at major sporting events and professional leagues, the decal was unbranded and meant to be worn directly on athletes’ skin –
not their uniforms.
When the Olympics banned the symbol, Knix sponsored athletes to mention their periods during interviews instead.
The campaign resulted in 31 hours of continuous visibility during major sports competitions, a 684% increase in earned media value, a 412% rise in searches for Knix and an expansion of the initiative into schools.
The leak-proof apparel company created a decal in the shape of a red blood cell to symbolize periods, designed to be sweatproof, nonobstructive and visible on every skin tone. To bypass official sponsorship rules at major sporting events and professional leagues, the decal was unbranded and meant to be worn directly on athletes’ skin –
not their uniforms.
When the Olympics banned the symbol, Knix sponsored athletes to mention their periods during interviews instead.
The campaign resulted in 31 hours of continuous visibility during major sports competitions, a 684% increase in earned media value, a 412% rise in searches for Knix and an expansion of the initiative into schools.
Credits
CCO: Aaron StarkmanCSO: Sean McDonald
ECD: Xavier Blais
Writer: Andrée-Anne Hallé
Art Director: Patrick Seymour
Designer: Margot Brejon de Lavergnée, Janila Dargan
Motion Designer: Ignacio Florez
Print Producer: Scott Russell, Jonathan Cesar, Frederick Bailleul
Broadcast Producer: Chantal Wakil, Katia Dupuy
Lead Strategist: Pascal Routhier
Strategist: Anastasia Collet
Account Services: Mélanie Châteauneuf, Gabrielle Bergeron, Noémie Trottier
Brand Narrative: Kristel Dupont, Mégane Landry, Chenda McKissick, Kaitlyn
Vian, Maya Ventresca, Janvi Singh
Editor: Étienne Bergeron
Sound Design: Circonflex – Craig Murdock, Martin Boissel
Production House: Santo Proyecto
Producer: Arturo Fincowsky
Line Producer: Alejandro Rosas
Director of Photography: Alejandro Guemez
Photographer: Arturo Fincowsky, Luis Silva
Client: Emily Scarlett, Deniz Melen