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. The act of cutting the dress appeared in stores, on TV, in OOH, and across social media, sparking public dialogue and political attention. Tesco turned awareness into action by cutting tax long-term on its own-brand menstrual products, making social responsibility part of its core business.

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