The strategy

Using visual storytelling to address women’s health stigma

A 2019 survey conducted by the coalition confirmed Myovant’s hypothesis: that periods are still shrouded in stigma. Out of 13,145 respondents, over two-thirds agreed that there is a stigma around menstruation in society today. 62% of people who menstruate feel uncomfortable talking about their period, with 1 in 5 not feeling comfortable talking to close family or health care providers.

The implication for strategy was clear: breaking stigma would be essential to improving access to and investment in women’s health care. If people are not comfortable talking about menstruation, how can they know what is normal? If providers do not hear the full story, how can they diagnose and treat effectively? And if needs remain invisible, how can innovation rise to meet them?

The outcome

A digital storytelling campaign in women’s health

The result was Voices of Periods — a digital storytelling campaign anchored by six short-form films, a cohesive visual identity and a phased Instagram activation designed to normalize conversation around menstruation. Each film featured a single storyteller sharing her lived experience, supported by custom illustrations and animated elements that amplified their authenticity. As a series, the distinct voices connected by a shared question of what is “normal.”

The stories range from openly admitting not knowing what menstrual pads are for (apparently not Barbie beds) to finding your own voice despite being told by a doctor that not having a period is “not a big deal.” Together, the videos both demonstrated and provided a space where menstruators could talk about their periods loudly, humorously, and openly, both inside and outside the doctor’s office.

The process

Collaborating for authentic visual storytelling

Voices of Periods was built through a deliberately collaborative all-female network of scientific and creative teams. Myovant’s advocacy team partnered HealthyWomen, and MothWorks at The Moth, experts in live personal storytelling, to begin the story submission process. Cognition Studio served as the strategic and creative connector between the three, establishing guardrails that protected narrative integrity while aligning with corporate advocacy goals.

The Moth led a storytelling workshop to help participants refine their narratives in their own voices. Cognition then guided narrative strategy and creative direction, ensuring each film stood on its own while contributing to a larger conversation. We partnered with a director-editor duo to film each story remotely during the COVID pandemic, which rendered the stories intimate by necessity. Additionally, our team developed a visual design system, including illustrations, animations and other digital assets, to amplify the authenticity of each story.

Leading narrative strategy through stakeholder alignment

Our role as strategists extended beyond creative development. From selection of stories to art direction and distribution, we helped build alignment, protect the greater narrative strategy and ensure the work could move forward with confidence.

This included navigating:
– Cross-sector coalition dynamics
– Editorial and distribution ownership between partners
– Differing perspectives on narrative approach, and
– Medical, legal, and regulatory (MLR) considerations, including comment moderation

As a result, the collaboration produced a unified, ethical storytelling series, primed to encourage open dialogue and ultimately support earlier, more informed engagement in women’s health care.

The impact

Activating creative strategy for engagement

Cognition supported the activation strategy, which included ensuring the campaign was structured for engagement. The first wave launched exclusively with the six videos on Instagram, prioritizing the stories themselves. Subsequent waves layered in awareness and educational resources, extending the life of the campaign beyond its initial launch.

The social strategy prioritized:
– Conversational, relational tone
– Inclusive language reflecting evolving discussions around gender and menstruation
– Visual formats optimized for sharing
– Clear pathways for participation

Before its deprecation, the project reached almost 10 million people. More importantly, it generated response, with hundreds of individuals sharing their personal stories through comments on Instagram. Some wrote about their first menstruation and the embarrassment that followed. Others shared memories of anger or gratitude for the education they did or didn’t have in their youth. Most, if not all, provided words of support to the six storytellers and each other’s comments.

What began as six stories became a conversation.

Visual storytelling for corporate health care communications

By confronting stigma directly, Voices of Periods helped address a critical cultural barrier between patients and care. Through storytelling, the initiative created space for experiences that had often been minimized or dismissed. Participants saw their own questions reflected back to them, and many shared the same realization: “I thought it was just me.” That shift from isolation to recognition is where stigma begins to loosen — and where more honest conversations with providers can begin.

The campaign ultimately strengthened Myovant’s position as a responsible corporate advocate in women’s health by addressing the need of the patient in an authentic way. It demonstrates that a health care company can show up in a cultural dialogue responsibly by elevating patient voices without co-opting them.

The conversation around periods and menstrual health is continuously growing. Everyone has their own unique story and yet, there are many similarities. Through sharing stories, we can feel less alone in our cramps and our pain, and feel more empowered to speak up for our own health.

Though the platform is now offline, its legacy remains. Voices of Periods centered authentic stories and storytellers, helping to loosen stigma’s grip and move the conversation forward.

Project Partners and Team

HealthyWomen
The Moth
PERIOD.org
Evidation
Flo.health
—
Suzy Obst
Vanessa Ruiz
Mabel Nash Greenburg
Regina Milner
Valerie Bentivegna
Lindsey Jensen
Sofia Cababa Wood
Kristine Johnson