‘Period Paper’ campaign wins Loeries Grand Prix for Joe Public and Independent Media

The Period Paper campaign, crafted by independent advertising agency Joe Public for Independent Media, triumphed at the 2026 Loeries Awards. The campaign, recognized with a Grand Prix in the Print – Tactical Use of Print category, also secured a Craft Gold in Print Crafts – Art Direction. The Loeries 2026 awards ceremony took place at Cape Town City Hall during Loeries Creative Week, showcasing the advertising industry's prowess across Africa and the Middle East.

Beyond garnering accolades, Period Paper compelled readers to confront a harsh reality: millions of girls grapple with period poverty. The campaign utilized hyper-realistic menstrual blood stains on prominent newspapers—the Star, Mercury, and Cape Times—to depict the stark consequences faced by those without access to sanitary products.

Creative director Alison Hingle of Joe Public hailed the collaboration with Independent Media and The MENstruation Foundation, emphasizing the project's rewarding nature despite the extensive work required. The campaign's viral success transcended borders, reaching 21 countries and earning international media coverage, including CNN.

Hingle highlighted the campaign's role in amplifying The MENstruation Foundation's mission to provide free period products to those in need. National Media Group's Lutfia Vayej underscored the campaign's alignment with the company's Media for Social Change initiative, highlighting the use of print and digital platforms to address critical social issues, including period poverty.

The campaign's potency lay in its innovative use of actual period products—splashed across newspaper pages—to mirror the grim reality faced by many girls. The stark message, "A newspaper can absorb the blood, but not the shame," resonated deeply, prompting a conversation on period poverty and challenging societal taboos.

Preetesh Sewraj, CEO of the Loeries, praised the campaign for its daring approach and social impact. The panel, comprising Nkgabiseng Motau and Maxwell Ngari, deemed the campaign extraordinary for its creative daring and social relevance. Joe Public's bold execution and Independent Media's willingness to confront uncomfortable truths collectively transformed the campaign into a powerful catalyst for change.