Permission to Pause—Integrated Advertising Campaign for The Cycle

Developed the strategic foundation for an integrated advertising campaign for The Cycle — the first functional, ready-to-drink beverage designed specifically for menstrual wellness. The campaign, Permission to Pause, was built around a single human truth: for too long, period care advertising has told women to smile through their symptoms and keep going. This campaign said the opposite.

This was a team project with four members. My contributions spanned the full strategic layer: creative brief and campaign narrative, business and communications objectives, audience strategy, budget rationale, KPI framework, campaign filters, and overall deck design and production in Canva.

The insight that unlocked everything: the millennial mom is the first generation with both the awareness and the tools to break the "push through it" cycle — for herself, and for the daughter watching her.