PERIOD DRESS

Creative idea

Slovakia has one of the highest tax rates on period products, making them unaffordable for many. Some are forced to use cut-up fabric instead of pads. But no one talked about it. 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. The act of cutting was shared across TV, social media, outdoor ads, and live events. It sparked national debate and pushed health-related dignity into the spotlight. Tesco then cut tax on its own-brand products to help women access safe menstrual care.

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