To celebrate 18 years of the Mooncup menstrual cup and its impact in overcoming taboos around menstruation, the Brighton-based brand has launched a virtual ‘word of mouth’ campaign starring real Mooncup users.
Out of the hundreds of consumers who came forward to share their inspirational stories, the brand selected six ambassadors and recorded them in a series of videos to represent the diverse lives of Mooncup users.
“We’ve had an overwhelming response to our shout out to our community to share their experiences as part of the #RealMooncupUser campaign,” says brand director Kath Clements. “It’s been such a privilege to hear from so many, telling it like it is, without shame. The success of the Mooncup has always been driven by word of mouth recommendations, and these days even more are choosing to take control of their bodies and make the switch to a positive, ethical one-off purchase. Many have told us that it feels empowering, all the more so with growing awareness of the environment, and our social and cultural structures.”
The success of the Mooncup has always been driven by word of mouth recommendations, and these days even more are choosing to take control of their bodies and make the switch
People took part in the digital campaign by posting a photo of themselves on Instagram and showing what makes them unique by completing the sentence: I love my Mooncup because …
The six people chosen, who visited the company’s HQ for a weekend shoot to talk about periods and their experiences with the menstrual cup, included: Emilie Woodger Smith who was inspired to use Mooncup through her work in the recycling and waste industry; Lizi Carey who uses it for environmental reasons as well as comfort and convenience while exercising; and Helen Bowman who has found the menstrual cup indispensable in positively managing her perimenopause.
