Hey Zomi - Naming the Hidden Burden of Period Care

Projects –

Hey Zomi – Naming the Hidden Burden of Period Care

Hey Zomi set out to do more than launch a campaign.

With The Menstrual Load, the brand created language for the hidden physical, emotional and financial burden that menstruators carry every month, turning a product conversation into a broader cultural one. Timed with the brand’s national rollout into Woolworths, the campaign created an opportunity to position Hey Zomi as a bold Australian female-founded brand challenging outdated category norms.

The challenge was to make the issue feel both personal and widely relevant, while also introducing Hey Zomi as a credible solution in a still-emerging category. By combining research, founder advocacy, social-first storytelling and national media outreach, the campaign gave the brand a platform to drive both awareness and conversation.

01 – What we did

– Launch Communications Strategy
– Creative PR Campaigns
– Influencer Collaborations & Stays
– Launch Event Execution
– Brand & Community Partnerships & Activation
– Visual Asset Development

Greenpoint worked with Hey Zomi to deliver an earned-led, multi-channel campaign that positioned The Menstrual Load as both a cultural issue and a practical product story.

We used original research, lived experience, and a bold public demonstration to name and normalise The Menstrual Load by making the invisible, visible. The campaign combined a publicity stunt, creator amplification, PR and out-of-home to turn research into relatable proof points, moving audiences from awareness to consideration to trial during the Woolworths rollout window.

02 – As seen in

03 – Outcomes

The campaign delivered strong, multi-channel visibility, with a reach of over 906,000 across traditional media, creator amplification, social engagement and issue-led storytelling.

The Menstrual Load helped position Hey Zomi as more than a product brand, giving it a sharper cultural voice and a stronger place in the national conversation around modern period care. Through a mix of issue-led storytelling, creator momentum and strategic media outreach, the campaign built awareness in a way that felt both commercially relevant and culturally resonant.

What We Achieved:

13+ creator-led pieces delivered across social channels
Collaborations with Abbie Chatfield and Rhylee Passfield
1M+ total views across 13 pieces of campaign content
666,000 total reach across social content
21M+ potential audience reach across earned media
26M+ total potential audience reach across earned media, social and out-of-home channels