Shoppers Drug Mart


john st.


2019 Cannes: Public Service, Sustainable Golds - Poverty (shortlist) / 2019 Communication Arts, Advertising Annual 60 / 2019 Marketing Awards: Public Service, Direct (Gold) / 2019 Marketing Awards: Public Service, Experiential (Silver) / 2019 Strategy Awards: Cause / Public Service (Silver) / 2019 The One Show (Merit) / 2018 Advertising and Design Club of Canada: Advertising, Direct (Gold) / 2018 Advertising and Design Club of Canada: Advertising, Experiential (Silver) / Toronto Star / Huffington Post / Narcity

The cheapest box of tampons is around seven dollars, leaving thousands of homeless women to make an impossible decision: food or tampons?

Desperate, they resort to making their own out of whatever they can find. Dirty socks. Napkins. Paper towels. So Shoppers Drug Mart asked: how can we provide feminine hygiene products to homeless women — wherever they are, and whenever they need them?

The answer was hiding in plain sight.

We created a card with the code to the boxes as well as their locations and distributed them to homeless shelters and outreach programs in Toronto.

case study

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While researching period poverty, we learned a surprising fact: most homeless people own smartphones. So we created a web app with The Monthly's location data and codes that they can access anytime, anywhere.

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Despite our efforts to keep The Monthly a secret, word got out in the media and a larger conversation began. Politicians, activists, and members of the homeless community were reinvigorated and inspired to fight period poverty in a whole new way. Toronto City Council agreed to allow Shoppers to install boxes anywhere in the city, and even waived the fees.

There are currently three locations in Toronto.


CD: Cher Campbell, Mark Scott

AD: Lia MacLeod

Design: Teresa Tam