44% of (Slovak) women have experienced period poverty, with some even forced to replace pads with cut-up pieces of fabric. Yet this issue still remains taboo. That’s why Tesco introduced the Period Dress—a unique and powerful medium that cuts through the silence surrounding period poverty.Cutting the dress became the central act of the campaign, highlighting the issue of period poverty. The cut dress was displayed on mannequins in Tesco stores, and influencers cut the dress while wearing it, explaining its significance.However, Tesco didn’t stop at raising awareness—they took action by cutting the prices of their own-brand menstrual products, making them more affordable for women across the country.The campaign generated significant PR, sparked nationwide discussions, and reached millions of people. It even prompted positive reactions from the government officials.