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      Sponsored by GSW
      




      GOLD
      




      Clean+Healthy and FCBCure   
      Toxic Tampons
      




      When team members at FCBCure — many who thought of themselves as clean-living, health-conscious consumers — read an industry report titled “Chem Fatale,” they were disgusted. They had not known that the tampons used by so many of them contain lead, arsenic and many of the toxic chemicals found in cigarettes and pesticides. The revelation is horrifying in its scope: Menstruators will spend up to 84,000 hours of their life actively on their period, using more than 10,000 menstrual products over their lifetime. That’s over 10,000 times these chemicals can be absorbed into the body.
      




      That’s when the agency sought out Clean+Healthy, an advocacy group backing a bill in the New York State legislature to ban toxic chemicals in menstrual products. 
      




      The campaign focused on Gen Z, already primed to make the world healthier, targeting SUNY Albany, with its 12,000 undergraduates. And it didn’t want to get these young adults to raise an eyebrow at the dangerous chemicals lurking in their tampons. It wanted them to raise hell.
      




      Powerful graphic elements showed a tampon smoldering in an ashtray or lying on the floor amid cockroach carcasses. 
      




      To draw a parallel between “Big Tobacco” and “Big Tampon,” it designed a conventional menstrual product machine to mimic a cigarette pack, wrapping tampons to look like cigarettes. The machine left such a strong impression that bill sponsors requested joint custody of the machine to showcase near their of ices in the capitol.
      




      While pro bono campaigns are often long on emotion and short on impact, this campaign achieved the kind of results big-spending campaigns seldom achieve: It tapped an army of Gen Z activists to drive legislation. It helped ensure Senate Bill 2023-S3529A was unanimously passed by all 63 New York senators, making it one step closer to law.
      




      




      Silver
      




      Callen-Lorde, LGBT Historic Sites, MTA and Area 23   
      In Transit 
      




      What if transgender visibility were about something you can hear? This campaign stars Bernie Wagenblast, a longtime announcer for New York’s MTA. While New Yorkers had been hearing that voice for two decades, she had recently come out as a transgender woman who told her story to celebrate Transgender Visibility Day. In addition to the audio version — played over train speakers – the campaign created the fictional T line, flagging historical LGBTQ landmarks. With a budget of less than $80,000, it served a powerful message of inclusivity: We are all in transit.
      




      Click here to view 2024 MM+M Award Winners.