Not Bloody Normal — 2019

A campaign to end period pain.

Period pain – lots of people experience it, but some pain is not bloody normal. Like endometriosis, a life-altering condition which affects 10% of wom*n worldwide, yet can go undiagnosed for 10 years.

Recognising that severe period pain is a real problem with little attention, I worked with a transdisciplinary team to prototype an awareness and education campaign that seeks to stop normalising the symptoms of period-related health conditions. The Not Bloody Normal campaign focuses on improving people's awareness of these conditions, as a starting point for shortening the time to diagnosis and increasing research in this area.

Over a period of 3 months, my key role was to develop a minimum viable product version of the campaign website, and begin building out a stakeholder engagement plan. We presented a complete prototype of the campaign at the BCII Market Day in October 2019.

Not only did we receive incredible feedback from people like former Australian Sex Discrimination Commissioner Elizabeth Broderick, our project received an honourable recognition from the UTS TD School.

Watch the Campaign video by Phebe Bianca Raviraj