The New Knixwear Campaign Leads The Discussion For Young Girls And Their Periods

Periods are pretty good at turning up unannounced and we're not always prepared. As a teenage girl, any anxiety you feel surrounding the when-and-where of your monthly gift is tenfold because, let's face it, your teenage years are awkward enough as it is.

Canadian lingerie company Knixwear have launched a new line of protective underwear, Knixteen. The aim of the game is to help teens with the reality of periods and give some reassurance that they're covered when Mother Nature decides to pay a visit during something as godawful as PE class out.

The campaign, Hey Period, Shut Up, detaches the stigma of periods and opens the discussion for young girls, encouraging them to not be embarrassed about it. Knixwear teamed up with agency Leo Burnett for the series of videos, showing girls experiencing their period turning up at awkward times.

Bringing your period to rush hour in the caf? Bring us too. Knixteen 'Oh-No' Proof Underwear are the first underwear for teens designed to save you and your favourite skirt from life-ruining leaks.

Bringing your period to class? Bring us too. Knixteen 'Oh-No' Proof Underwear are the first underwear for teens designed to save you and your pants from life-ruining leaks.

Bringing your period to the school dance? Bring us too. Knixteen 'Oh-No' Proof Underwear are the first underwear for teens designed to save you and your party dress from life-ruining leaks.

Bringing your period to a big event? Bring us too. Knixteen 'Oh-No' Proof Underwear are the first underwear for teens designed to save you and your uniform from life-ruining leaks.

Bringing your period to the big game? Bring us too. Knixteen 'Oh-No' Proof Underwear are the first underwear for teens designed to save you and your cheerleading outfit from life-ruining leaks.

Got your period during the big game? Better get Knixteen 'Oh-No' Proof Underwear are the first underwear for teens designed to save you and your uniform from life-ruining leaks.

The company's CEO Joanna Griffiths said of the campaign:

“Most teens think that their periods work against them in every way possible. We wanted to show periods interrupting teens at the worst possible times imaginable, in moments that were also timeless enough that any mom could relate to them as well. Periods and leaks have, until very recently, been a ‘taboo’ topic. We don’t think that they should be. It’s a natural, healthy part of being a woman.”

Hey Period, Shut Up was born after company research showed the 86% of teen girls consider the fear of leaks as a main stress, alongside school grades, body image, peer pressure and bullying. Griffiths sees the campaigns as an opportunity to empower and encourage young girls: “Generally speaking teens want to carve their own path and tell anyone who tries to get in their way or embarrass them–bullies, politicians, younger siblings–to shut up. There is something so liberating about adding periods to that list.”

Something like this when we were younger definitely would have saved our teenage selves from some embarrassment, but it's all a part of growing up. Which of the campaign videos brought back some slightly awkward memories for you?