Tanya’s Story
Esther’s Story
Dawn’s Story
Beth’s Story
Wellbeing of Women | “Just a period” campaign
Some problems remain invisible because people have become used to dismissing them.
Client: Wellbeing of Women
Creative Agency: Lark
Director: Meghna Gupta
Wellbeing of Women’s Just a Period campaign challenged the normalisation of severe period pain and heavy bleeding. The phrase itself captures the communication problem. When something is dismissed as “just a period”, the real impact on education, work, relationships and everyday life can disappear from view. The campaign therefore needed more than statistics. It needed women’s experiences to be heard directly.
Working as Director of Photography with Lark and director Meghna Gupta, my role was to create a visual environment that gave contributors space to speak openly without turning sensitive experiences into spectacle. The interviews were allowed to breathe. Close details, pauses, expressions and small moments carried as much importance as the spoken words. The wider campaign combined lived experience with research involving thousands of women and girls to challenge stigma, dismissal and lack of information around menstrual health.
The project went on to receive recognition at the Smiley Charity Film Awards, with the jury praising its direct voices, clarity and honest expression of hidden hardship. This page should demonstrate your ability to handle human proof responsibly, rather than positioning it as evidence of strategic consultancy.
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.
