Ashley James Calls For Free Period Products In England: ‘We Shouldn’t Be Penalised For Our Biology’
- Grazia

When you actually stop and think about it... spending over £20K in a liftime on period products is wild
- Happyplace

“We’re Punished Because of Our Biology”: Ashley James on the Shocking Costs of Periods
- Marie Claire

Periods cost women an average of £20K throughout our lifetimes, new research suggests
- Stylist

The true cost of periods: Women face £20,000 lifetime bill for pads, pain relief and more
- Daily Mail

[HEADLINE IMAGE] Ashley James and Clue reveal 'The Cost of Bleeding' (1).webp

The Brief

Pangolin was challenged by Clue - the #1 women-led period and cycle tracker - to deliver a bold, earned-first campaign to drive brand fame and place Clue at the very center of the women’s health conversation with millennial and Gen Z audiences.

The Strategy

As the cost-of-living crisis dominated headlines, we reframed menstruation from a taboo health issue into a story of financial inequality, exposing the hidden, lifetime economic burden of having a period.

The Execution

We collaborated with Clue’s in-house science team to develop the 'Cost of Bleeding' report, looking beyond basic products to calculate the hidden costs of managing a period - including uncompensated sick days, private healthcare, and damage to clothing - to reveal a staggering lifetime cost of £20,539.

To drive multi-channel impact, we partnered with broadcaster and women's health advocate Ashley James, creating a bespoke visual identity and landing a powerful photo stunt of Ashley picketing outside Parliament alongside everyday consumers.

This data-heavy, visually arresting narrative was phased across national and lifestyle desks, backed by an organic social wave and a petition calling for free period products in England.