The Period Act

Every year 30,000 girls in Norway get their period for the first time. Many of them dread going to school. To support girls we launched The Period Act. A demand to authorities to make pads and tampons accessible in schools.



The objective was to strengthen KIWIs position amongst women being the leading supplier of female hygiene products in Norway. Our mission was to convince politicians and school administration the need for access to tampons and pads.

Research shows that 3 out of 4 girls have experienced uncomfortable situations at school during their period. The reason? Lack of tampons and pads. Many of them miss out on important parts of their education. We decided to open up a debate on behalf of the girls.

Insight and


Research reveals that 44% experienced unpleasant situations due to inadequate access to pads/tampons at study sites. In the 16-24 age group, the figure rises to 77%. Furthermore, two-thirds support providing free pads/tampons in public schools and universities.

KIWI is the challenger that fights the consumer's cause. What is more natural than fighting for girls to have a safe learning environment even when they are menstruating? Menstruation at school adversely affects well-being, causing missed lessons and insecurity—an urgent social problem. Girls and women constitute a significant target audience for KIWI, especially the youngest women who represent the future's key customer base.

To achieve free pads/tampons in schools, decision-makers, including local and central politicians, must acknowledge and prioritize it as a social problem, allocating necessary funds. Though a lengthy process, perseverance against bureaucratic obstacles and the education system is crucial.

Our aim is to clarify our social responsibility, strengthening our position, favorability, and brand preference, alongside driving sales.

Execution, Solution

and Innovation

We launched the The Period Act. A demand to the authorities for free pads and tampons in Norwegian schools and study centres. The insight from the nationwide survey, together with the target group's own experiences, became the name of the campaign.

The Period Act became the voice of all girls who have never dared to speak up about awkward situations at school because of their periods. Who have suffered and struggled with shame. Who have lost lessons and who have been bullied. Who have felt insecure because they have not had access to something as elementary as pads and tampons in the school situation.

We published the campaign There we encouraged young girls to share their stories about getting their period. The call was massively engaging. Almost 4,000 young girls across the country shared their stories. The stories were used in social media where we illustrated the problem, which in turn generated more engagement and new stories. A separate Instagram and Facebook profile which only dealt with the Period Act was launched.

Internally, KIWI launched free access to pads and tampons for its own employees.

Result and

Business Effect

The campaign got a massive national coverage. 717 articles nationwide generating press value of 5 mill NOK. The national coverage started with a national debate on Norwegian national broadcasting (NRK). KIWI debated politicians against the Period Act, but politicians supporting the act were also invited. Local press was also covered.


  • So far 3 counties have implemented The Period Act and several counties plan to follow.
  • Knowledge of the Periode Act: Target 40%, result 79% knowledge. 38% know KIWI has the initiative.
  • Liking - understanding the message: Target 50%, result 72% likes the messages
  • Brand position - Target: 30%, result 70% of women age 16-29 say they are more positive to KIWI as a result of the campaign
  • Engagement - 1:10 minutes spent on the website “”. 4 000 stories shared.
  • Preference - Target 53% Result 63% say they are more likely to by pads and tampons at KIWI after the campaign
  • Sales - 35% sales increase of pads and tampons. KIWI was the market leader also before the launch.
  • Higher score at perceived concerned about sustainability and social responsibility - Target: +3% Results: +5%
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