PERIOD DRESS

Creative idea

Slovakia has one of the highest tax rates on menstrual products, making them unaffordable for many. Some women are forced to use cut-up fabric instead of pads, yet no one talks about this. Tesco turned a hidden act of shame into a bold call for action and introduced the Period Dress. A symbolic medium designed to cut through the silence around period poverty. Cutting the dress appeared in Tesco stores, national TV, outdoor media, and online. Influencers and spokespeople joined in. A moderator cut the dress live at a press event. What started as a PR gesture sparked nationwide debate, reached Parliament, and led to real business change.

Brand name: Tesco Stores Slovakia
Advertiser / client: TESCO STORES SR, a.s.
Product / service: feminine hygiene products
Campaign name: PERIOD DRESS
Agency network: OGILVY
Agency: Istropolitana Ogilvy, Bratislava
Production company: Low key visuals
Chief creative officer: Peter Darovec
Creative director: Jakub Svetlík
Art director: Katarína Sopková
Copywriter: Patrícia Al-Hadi
Designer: Claudia Kolesárová
Account director (agency): Martin Toman
Client account director: Tomáš Markusek
Strategic planner / strategist: Veronika Romsauerová, Juraj Plánovský
Photographer: Martin Sirotný
Digital creative: Zuzana Frtúsová
Additional company: Katarína Pšenáková, Head of Communication & Campaign Tesco, Michaela Lehotská, Government Affairs & CSR Manager Tesco, Mária Zerzanová, PR manager Tesco