Making influencers skip Instagram to speak-up for girls missing school due to period stigma.

The '#AbsentForGirls' campaign for Menstrual Hygiene Day was created for Plan International Sweden and encouarged women to simply post the hashtag #AbsentforGirls and the campaign image to their social channels once – and then stay off it all day. This was done in solidarity with girls in many countries who are forced to stay home from school when having their periods.

We also published a 'blank' opinion page in the Swedish edition of Metro newspaper stating: 'This is why the opinion page is blank today.' The aim of the blank opinion piece was to symbolize the loss of education which girls around the world face when being forced to skip school during their period.

Swedish female activists and politicians backed the campaign, including Isabella Lövin, deputy prime minister and minister for International Development Cooperation and Climate, who was absent from Instagram despite being in the middle of Sweden's upcoming elections.

The low-budget campaign achieved a reach of 1,3 million through earned media, 900K on Instagram, and engaged top tier politicians. It was also selected as "Pick of the day" by Adage/Creativity. I was responsible for Idea development and PR execution together with Art director Johan Gustafsson and Klaudia Klang.