We created a card with the code to the boxes as well as their locations and distributed them to homeless shelters and outreach programs in Toronto.

The Monthly

The cheapest box of tampons is around seven dollars, leaving thousands of homeless women in Canada to make an impossible decision: food or tampons?

Desperate, they resort to making their own out of whatever they can find. Dirty socks. Paper towels. And these makeshift tampons produce serious, and even deadly, infections.

Shoppers Drug Mart asked: how can we provide feminine hygiene products to homeless women — wherever they are, and whenever they need them?

The answer was hiding in plain sight.

And once people found out about it, a larger conversation began. Politicians, activists, and members of the homeless community were reinvigorated and inspired to fight period poverty in a whole new way. Toronto City Council agreed to allow Shoppers to install boxes anywhere in the city, and even waived the fees. 

2019 Cannes Lions: Shortlist
2019 One Show: Merit
2019 Communication Arts
2019 Marketing Awards: Gold and Silver
2019 Strategy Awards: Silver
2018 Advertising & Design Club of Canada: Advertising, Direct (Gold)
2018 Advertising & Design Club of Canada: Advertising, Experiential (Silver)