HelloFlo, a service that delivers mail-order period care packages complete with tampons, pantyliners and chocolate, is marketing their service to younger set of menstruators with the creation of a Period Starter Kit. They’re genius marketing campaign features the “Camp Gyno,” a young girl who is a loser at summer camp until she gets her “red badge of courage.” Soon she becomes the most popular period expert (bordering on tyrant) on the lake, giving “menstruation demonstrations” and advice. “It’s like I’m Joan and their vadges are the Arc,” she brags. The Camp Gyno’s reign comes to an end when all the girls start getting their HelloFlo Period Starter Kits delivered and realize the service is “like Santa for your vagina.”
HelloFlo founder and Naama Bloom said that the idea for the campaign came over a bottle of wine and some Thai food one night:
“I was listing out my insights about the period experience and shared the story of the girl at camp that my friends and I all turned to for advice. When [the campaign co-director] Pete said ‘You mean like a Camp Gyno?’ we basically knew what we had to do. Only humor could tell this story in a way that would be relatable, endearing and shareable… We ran with the idea from there, and thought camp could be a funny setting. And a girl who embraced the idea of getting her period and seeing it as an opportunity to become popular, instead of being mortified, was pretty funny, too.”
Oh yes, we agree.