VML Singapore has teamed up with menstrual care brand Blood to launch the “Period Squad” campaign, a bold initiative designed to challenge deeply ingrained stigmas surrounding menstruation and promote open, honest conversations. By blending creativity, technology, and education, the campaign seeks to normalize period discussions and empower individuals to embrace menstrual health without hesitation or shame.
At the heart of the campaign is the “Period Squad,” a vibrant ensemble of animated characters—Crampy, Spotty, Moody, Sleepy, and Paddy—each representing different aspects of the menstrual experience. Crampy embodies period pain, Spotty highlights hormonal breakouts, Moody personifies emotional fluctuations, and Sleepy reflects fatigue commonly associated with menstruation. Meanwhile, Paddy serves as the campaign’s outspoken advocate, representing the brand’s mission to drive candid, unfiltered discussions around periods.
Through engaging storytelling, digital content, and interactive experiences, the “Period Squad” campaign aims to educate and entertain while encouraging a cultural shift towards inclusivity and acceptance of menstrual health.
The campaign launched with a bold and unfiltered music video, created in collaboration with Piloto and Sixième Son, that brings the realities of menstruation to the forefront. Unlike traditional portrayals that often sanitize period experiences, the video showcases real-life moments—leaks, blood splashes, and emotional ups and downs—while each “Period Squad” character plays a distinct role in highlighting different menstrual symptoms. The core message? Periods aren’t meant to be “cute,” and no one should feel the need to apologize for them.
To resonate with Gen Z audiences, Blood and VML Singapore infused the campaign with the energy of social media culture. The Period Squad has been positioned as digital content creators, seamlessly integrating with TikTok trends and engaging audiences through humor and relatability. Leveraging generative AI and motion capture technology, the characters dynamically respond to viral moments and real-time conversations, ensuring the campaign stays fresh, relevant, and deeply connected to its audience.
“Gen Z listens to creators more than brands,” said Mateusz Mroszczak, Chief Creative Officer at VML Singapore. “That’s why we created our influencers, the Period Squad. Our vision is for them to be part of the culture. And with social trends lasting no more than a week, we needed to find a way to make 3D animated content agile enough to keep up with that pace. And now it’s possible to shoot anyone with the motion capture model and create and post content within minutes.”
The campaign also extends beyond digital platforms, with plans to introduce the Period Squad into retail spaces and official merchandise. This approach aims to further normalize period symptoms in daily life.
Blood co-founder Peck Ying highlighted the significance of acknowledging period symptoms:
“The cramps, the fatigue, the breakouts, the mood swings…Periods aren’t ‘cute,’ and we’re right there with you, Only when we normalize these symptoms can menstruators feel unapologetic about them” said Ying
Hinoti Joshi, Global Managing Partner at VML Singapore, added, “Periods aren’t cute, so people are uncomfortable having conversations around them. And so it’s through cute characters that people relate to, like the Period Squad, that we’re going to be able to start conversations and reshape people’s views around periods.”
