A catchy pop tune to normalise period leaks and cramps

Menstruation remains a topic rife with outdated perceptions, but period-care brand Blood's ‘Period Squad’ campaign is here to challenge that. In partnership with VML Singapore, Blood introduces a fresh take on the conversation with colourful 3D animated characters that embody common period symptoms—Crampy, Spotty, Moody, Sleepy, and Paddy. These characters make periods feel approachable with a camp pop song complete with animated music video.

The music video—created with Piloto and Sixième Son—depicts the messier side of periods such a leaks and blood splashes. The message is clear: periods aren't cute, and there's no need to apologise for that. 

Blood’s previous efforts have shown a continued drive to reshape how society perceives menstruation. In 2021, Blood surveyed over 1,000 women aged 18-55 in Singapore to understand how menstruation impacts women in the workplace.

The results revealed that 54% of respondents had lied about their reason for absence due to period pain to avoid ridicule or discrimination. This survey was part of their Period-Positive Workplaces initiative, encouraging companies to create environments that better support women during their menstrual cycles.

To further engage with Gen Z, the Period Squad has taken to TikTok, leveraging generative AI and motion capture to create real-time responses to viral trends and current events.

“Gen Z listens to creators more than brands,” said Mateusz Mroszczak, chief creative officer at VML Singapore. “That’s why we created our influencers—the Period Squad. Our vision is for them to be part of the culture. We needed a way to create 3D animated content that keeps up with social media’s rapid pace.” 

Period Squad will also appear in retail spaces and be featured on branded merchandise.

Peck Ying, co-founder of Blood, stresses the importance of normalising period symptoms: “The cramps, the fatigue, the breakouts, the mood swings… periods aren’t ‘cute,’ and we’re right there with you. Only when we normalise these symptoms can menstruators feel unapologetic about them.” 

Campaign’s take: Blood and VML Singapore’s approach stands out for its boldness and creative use of animation. By turning period symptoms into active, relatable characters, the campaign injects humour and authenticity into an often-taboo subject. The real test will be whether Period Squad will maintain momentum and become a lasting symbol in how we continue to talk about periods.