“Be My Buddy Buddy” Campaign

In Hong Kong, menstrual equity remains a seldom-discussed and taboo topic, deeply entrenched in cultural silence and societal discomfort. The reluctance to address menstrual health extends beyond personal conversations to corporate settings, where discussions on this issue are often overlooked and the pressing need for menstrual equity. Research shows that 16% of women and girls in Hong Kong have missed school or work due to the unaffordability of menstrual products. Without proper education and support, the impact is particularly severe on underprivileged individuals, including those from low-income households, marginalized communities, or living with disabilities.

The journey came in three stages: First, pop-up exhibition was launched on 28 May 2023, recognized worldwide Menstrual Hygiene Day, with 28 exhibits delved into five aspects of period equity, accompanied by talks and screenings to raise public awareness. More roving exhibitions were moved to Hactl, Chinese University of Hong Kong, and Family Planning Association. Secondly, conversation cards were developed as a game card to foster casual discussions on menstruation. Lastly, "Buddy Buddy Wellness Box" were designed and provided with a wide range of menstrual products, pain relief, and herbal tea, which can be found in Hactl's pantries and restrooms.

Noteworthy initiatives include the introduction of menstrual products in workplace restrooms and the implementation of the “Buddy Buddy Wellness Box" are strategically placed, benefiting over 2,000 Hactl staff. In 2023-2024, over five roving exhibition locations were held, complemented by educational talks, guided tours, and workshops, expanding the educational impact. As a result, the roving exhibitions attracted over 4,800 visitors, fostering strong engagement across public, educational institution, and corporate sectors. Additionally, 500 menstrual equity gift sets were designed and distributed to underprivileged female groups and schools, offering essential resources and promoting awareness of menstrual health.

Aligned with the campaign’s visual identity, the design features two overlapping curvilinear motifs mimicking the silhouette of two people leaning shoulder-to-shoulder, engaged in conversation, cruces of the initiatives remains explicably clear. This reinforces the core message: support from all genders is essential, and open discussions drive change. The overall color palette, combining feisty orange with soft grey, contributes to a contemporary feel while ensuring that the vibrant orange does overwhelm. The logo’s shape serves as a versatile graphic element, easily adaptable for use in various collateral materials, further unifying the campaign’s branding.