Toilet paper is free in public restrooms, so why aren’t tampons? It’s the same basic human need.

To help everyone understand what it’s like to be forced to pay for something essential, we partnered with Period Movement, an organization that works to create period equality, and built a coin-operated toilet paper dispenser designed to work like a pad and tampon dispenser. Then we installed it in men’s restrooms.

We launched a video about the project on International Women’s Day, and quickly garnered 81.2 million total impressions and 10.3 million media impressions, all to help stoke the conversation around making pads and tampons free to everyone.

The idea for the dispenser came one day when Hooha founder and social strategist Steph Loffredo and I were bullshitting at the office—and with a super-lean team it quickly became one of the projects I’m proudest of.

And we also made a case study, if you’re into that sort of thing.

Hooha Founder: Steph Loffredo
Creative Technologist: Zach Saale
ACD: Sarah Holcombe / Gari Cruze / Chelsea Anderson
Senior Copywriter: Scott Muska
Designer: Richee Chang / Hannah Shams