New campaign champions candid period conversation to help end the normalization of discomfort and further menstrual equity with Midol® partners Victoria Garrick Browne and Dr. Charis Chambers, The Period Doctor.

Fifty percent of people with periods reported they did not know what was happening to their body when they first experienced period symptoms and only around 40% of respondents could name the four phases of the menstrual cycle.¹ On average, people with periods spend more than half of their lifetime experiencing periods yet many of them do not fully understand what is happening to their bodies. Today, Midol^® and nonprofit partner PERIOD. launched the PeriodTalk with Midol campaign to help bring further awareness to the gaps in period education and dialogue to ultimately mend the discrepancies.

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As part of the PeriodTalk campaign, Midol and PERIOD. conducted a survey sampling people with periods ages 18 and up to uncover their knowledge, attitudes and preferences. The results revealed over 70% of respondents either somewhat agree or agree that they need to ‘push through’ their period symptoms rather than take the time to seek relief each month.¹ By creating an open dialogue and providing resources to healthfully manage periods, Midol aims to further menstrual equity to help people with periods improve individual comfort and the ability to fully take part in life’s activities.

“Societal pressures to just ‘push through discomfort’ have led to a lack of conversation and significant relief gaps – a perfect storm that has contributed to the normalization of discomfort during your menstrual cycle,” says Kana Schmidt, NA Marketing Director, Pain and Cardio, Bayer. “Midol believes that Comfort is Power and is dedicated to helping people with periods seek comfort by sparking real conversation and normalizing talk about periods with the launch of the PeriodTalk with Midol campaign.”

While period education has positively evolved and cultural shifts have made people with periods more attentive and aware of what is happening with their bodies, there is room for improvement. Midol’s latest survey revealed over 85% of respondents reported their period symptoms have impacted their daily lives within the past 3 months. Additionally, over 40% of respondents said they could not fully engage in school or work, and over 40% reported they could not fully engage in household/home life.¹ These toxic, socially constructed norms have led to a lack of education and significant relief gaps, contributing to the normalization of discomfort and lack of awareness of support during the menstrual cycle.

“There continues to be a significant knowledge gap around the spectrum of symptoms and the physiological effects of the menstrual cycle phases," said OB/GYN and Midol partner, Dr. Charis Chambers, The Period Doctor. "Understanding the diverse range of symptoms people may experience during their periods is crucial. I pledge to champion open discussions about period discomfort and provide effective solutions for support with my patients and I encourage all of my colleagues to do the same."

As proponents for embracing dialogue around awkward wellness topics, Dr. Charis Chambers and advocate, creator and Midol partner, Victoria Garrick Browne, joined forces with Midol and PERIOD. as hosts of PeriodTalk: a candid roundtable conversation focused on normalizing “uncomfortable” period discussions and enabling others to help end the normalization of discomfort.

As a menstrual health brand, Midol is supporting people with periods by driving knowledge and awareness of periods and providing support options to help throughout the menstrual cycle. Furthering this mission comes the launch of the brand’s first ever supplement: new Midol® Supplements Peace Out PMS – a drug-free product formulated with a scientifically proven level of chasteberry extract to help ease bloating, breast tenderness and mild mood changes when taken daily.*

Periods are more than just bleeding, yet there’s a disconnect between how people experience periods and what they understand about the period experience – many feel they must learn about it themselves, “by themselves”. With the launch of PeriodTalk, Midol continues to champion period education and equity, spotlighting the knowledge gaps amongst people with periods when it comes to how periods work, products available to help, and how symptoms make us feel, mentally and physically.

For more information on Midol, its products and to follow the PeriodTalk conversation, please visit www.midol.com, on Instagram: @midol and TikTok @midol.

*This statement has not been evaluated by the Food and Drug Administration. This product is not intended to diagnose, treat, cure, or prevent any disease.

About Bayer:

Bayer is a global enterprise with core competencies in the life science fields of health care and nutrition. Its products and services are designed to benefit people by supporting efforts to overcome the major challenges presented by a growing and aging global population. At the same time, the Group aims to increase its earning power and create value through innovation and growth. Bayer is committed to the principles of sustainable development, and the Bayer brand stands for trust, reliability and quality throughout the world. For more information, go to www.bayer.com.

About PERIOD.:

PERIOD. is a global youth powered non-profit with hundreds of primarily youth led chapters working to eradicate period poverty and stigma through advocacy, education, and service. PERIOD. annually distributes millions of menstrual products and authors stigma-busting research and curriculum to tackle period stigma. PERIOD. also equips young leaders to advocate for menstrual equity policies such as the repeal of the tax on menstrual products, and laws mandating period products in public places.

¹ The Midol Survey in partnership with PERIOD. was conducted among 271 nationally representative US menstruators ages 18+ in April 2024 using an email invitation and an online survey.

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