not Bloody Normal

A campaign to end abnormal period pain.

'Not Bloody Normal' is a health awareness and education campaign concept that I co-developed as a capstone project at UTS. Motivated by the fact that, on average, period-related health conditions can go undiagnosed for 10 years, Not Bloody Normal aims to shorten diagnosis times and increase research in this area.

Over 3 months my team and I prototyped a campaign, which we presented in a student showcase to industry members in 2019. The project received an honourable mention, and piqued the interest of former Australian Sex Discrimination Comissioner, Elizabeth Broderick AO.


Phebe Bianca Raviraj, Gabby Head and Lindy Jones (mentor)


Honourable Recognition, UTS TD School


Prototype an awareness and health education campaign to help reduce the time to diagnosis of period-related health conditions.

Campaign Video

A participant adding a card to the wall of period questions and experiences.

More Case Studies

PlottCase Study

TessellateCase Study

Creative WorkPortfolio

I acknowledge the Cabrogal people of the Darug Nation, the traditional custodians of the land where I live and work.

I pay my respect to their Elders past, present and emerging.