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Easy begins No Shame campaign

Feminine hygiene subscription service Easy has begun its first Canadian advertising campaign. Called "No Shame," the out-of-home campaign seeks to communicate that "a woman's period is nothing to be ashamed of." The creative consists of four poster executions that will run in 100 bar and restaurant washrooms in downtown Toronto for four to eight weeks. Each execution depicts a scenario in which a woman is not embarrassed by her period. The campaign was developed by Cossette using media from Newad.

"This is a very honest and real approach to a new Canadian product," said Michaela Charette, vice-president of strategy and planning at Cossette. "The 'No Shame' campaign demonstrates the mission of Easy. We are talking about menstruation straight on, with no embarrassment or stigma associated. Some people might feel uncomfortable with it but we want them to question why."

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