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Loopholes:

It's 2022 and Period Poverty Exists in America

Thursday @ 10:00am


Period products are a necessity, yet nearly 1 in 4 young people in America don't have access to these products. Made in partnership with nonprofits PERIOD., Free the Period, Ignite, No More Secrets and The Flow Initiative, sustainable period care brand, August, and plant-based cereal brand, OffLimits, Loopholes is a fictional cereal brand where the “prize” in each box isn’t a toy, but a cycle’s worth of tampons and pads. Because food is SNAP-eligible, they found a way to make period care products government-funded and accessible to people who otherwise couldn’t access or afford them. Thus, the Loophole. The cereal aims to put the severity of period poverty on people’s radar and directly calls on politicians and influencers to support the Menstrual Equity For All Act. Join the team from 72andSunny and clients as they discuss how it's 2022, somehow period poverty still exists, and what we can all do about it.

Nadya Okamoto

Co-Founder, August


Nadya Okamoto is the co-Founder of August, a lifestyle period brand working to reimagine periods to be powerful. She is also the author of the book PERIOD POWER: a Manifesto for the Menstrual Movement, and founder and former Executive Director of the nonprofit organization, PERIOD. Outside of her work in the menstrual health space, Okamoto is also a mental health advocate and known as a Gen Z marketing expert. She recently graduated from Harvard College, class of 2021.

Her debut book, PERIOD POWER, published by Simon & Schuster in 2018, made the Kirkus Reviews list for Best Young Adult Nonfiction that year. Nadya is also the former Chief Brand Officer and Board Member of JUV Consulting, a Generation Z marketing agency based in NYC. She has been recognized on the lists of Forbes 30 under 30, Bloomberg 50 “Ones to Watch” and People Magazine's Women Changing the World.

Elaine Cox

Executive Creative Director, 72andSunny


72andSunny Executive Creative Director Elaine Cox is an award-winning Copywriter with a Master’s Degree in Art Direction. She has a life-long passion for writing, in English, even though that's not her first language.

She was recently honored by Adweek as one of the Most Inspiring Minds in Advertising, Media and Culture and led one of TikTok's most inspiring campaigns. One of her monumental efforts was pioneering Let’s Get Consensual, a series of experiential, social, and digital initiatives that facilitated conversations around physical and sexual consent at music festivals. She is currently championing Loopholes, a subversive campaign aiming to put an end to period poverty once and for all.

While Elaine’s body of work is extremely diverse, it all has one thing in common: human connection. Whether that means using humor, emotion, or putting tampons into cereal boxes. The only thing she doesn’t like is doing the same thing more than once. Except when it comes to birth certificates. She has six of those.

Emily Hovis

Senior Writer, 72andSunny


Emily Hovis is a creative who thinks outside of traditional channels to drive the cultural conversation and tap into the zeitgeist. Her work draws attention to serious issues in a fun, playful and entertaining way. From Loopholes Cereal, a (fictional) cereal to raise awareness around period poverty in America to an intervention for people breaking quarantine and hooking up with exes with ‘Sext Us Instead’ to a 69-page innuendo-laden cookbook for Trojan titled “Rising Time” to encourage couples to do it more, she uses creativity to drive awareness and results. Outside of work, Emily mentors advertising students at both VCU and UGA.

Anne Marie Wonder

Senior Art Director, 72andSunny


Anne Marie Wonder is a senior creative at 72andSunny New York. Whether she is sneaking tampons into cereal to raise awareness about period poverty with Loopholes Cereal, writing a 69-page erotic cookbook for Trojan at the heigh of the pandemic, or even just creating in-office exhibits about the underappreciated majesty of I-95, she aims for creativity that is unexpected and thought-provoking. Anne Marie’s work has won many awards, including multiple webbies, Adweek Brand Storytelling Award, One Show Bronze & 2x Merit, Gerety Award Silver, Art Directors Club Bronze & Merit, Cresta Awards Bronze.

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