Tanya’s Story
Esther’s Story
Dawn’s Story
Beth’s Story
Wellbeing of Women
“Just a Period” Campaign
Client: Wellbeing of Women
Creative Agency: Lark
Format: One main campaign film + four individual personal stories
Type: Awareness Campaign videos
Wellbeing of Women launched Just a Period to challenge a deeply ingrained societal issue: the normalisation and dismissal of women’s pain. Too many women and girls live for years — even decades — with life-disrupting period symptoms like chronic pain, extreme bleeding, and fatigue. Yet they’re often told to “just get on with it.” This campaign was created to say enough — and to give a voice to women who’ve spent years being unheard.
We were brought in to help visualise this shift — not with stats or slogans, but through deeply personal, emotional testimony. These are the kinds of stories that can’t be ignored.
Filmed with a delicate, intimate aesthetic, we used controlled lighting and a three-camera setup (including a motion slider and wide-frame anchor shot) to allow the contributors to tell their stories with vulnerability and dignity. Our job was to create a space where emotion could emerge naturally and truthfully — and make sure every frame honoured that.
The Bigger Picture: Why personal story campaigns work
When your cause lives in people’s lived experiences — not just data sheets — you need storytelling that taps into empathy, trust, and identification.
What Wellbeing of Women needed wanted to achieve with this campaign:
- Raise national awareness around the seriousness of period-related conditions like fibroids and endometriosis
- Reduce stigma and help women recognise when their symptoms are not “just a period”
- Drive traffic to their website for information and support resources
- Build emotional connection that inspires sharing, advocacy, and policy change
🙌 Campaigns like Just a Period help purpose-driven organisations:
- Build mass awareness through content people relate to and remember
- Shift public perception by breaking through taboos and social silence
- Drive policy change by spotlighting underrepresented voices
- Equip media and stakeholders with shareable, emotionally compelling content
- Create a legacy of lived experience storytelling that can support future campaigns
This video campaign didn’t just deliver a message — it started a conversation, making the invisible visible through real human stories.
An Award-winning Project
Watch the Premiation
Behind the Scenes
The films in this campaign centred around real people sharing their genuine stories—raw, honest, and human. As the campaign was primarily interview-driven with minimal b-roll, we opted for a two-camera setup, with one camera mounted on a motorised slider to introduce elegant, dynamic movement in the mid shot. We selected a large, spacious location to create a sense of openness, which required a more elaborate lighting setup—something I thoroughly enjoyed crafting alongside the team. The result was a beautifully balanced visual style that added depth and sophistication to the storytelling.
