Millions of people across the world face period-related shame, embarrassment, social inequality, even trauma. To help our client Intimina tackle this and promote period positivity worldwide we turned to colour - with an innovative partnership between Intimina and Pantone. The result was Period: a new red Pantone shade emblematic of a healthy menstrual flow. Its message sparked a torrent of positive media coverage and online conversation, inspired a Broadway play, became the most highly-engaged social campaign in Pantone's history - even garnering support from @UN_Women socials - and, while it wasn't an objective for this purpose campaign, drove sales of Intimina menstrual cups.