Monday, 4 March 2013

One for the ladies

(PhD Studentship available at AUB

In MoDiP's exhibition Encore! Re:formed Plastics we featured the innovative product designed to be healthy for both the body and the environment.  The Mooncup is a mestrual cup which helps to reduce our reliance on dispoabale sanitary products.

In line with the innovative nature of the product, the company who make it have come up with a fantastic ad campaign highlighting the battle between menstrual cups and tampons.

Louise Dennis (Assistant Curator)

I would like to thank Kath Clements, from Mooncup, for the following information:
Tampon vs Mooncup Rap Battle

Two crews, representing Mooncup and Tampon ‘battle it out’, pitting the typical emotional reactions of users of conventional sanitary products against the factual benefits of using Mooncup.
Mooncup Ltd are a small ethical business manufacturing a product that’s a one-off purchase, so need to be creative in flexing their marketing budget’s muscle against the multi-million pound spend of disposable sanitary product giants.

On average, each woman will have around 500 periods in her lifetime, and will use about 22 tampons or pads per period.  During the 2010 International Coastal Cleanup, 24,607 tampons and applicators were found on our world’s beaches (Ocean Conservancy 2010).  Since 2002, 855 million tampons and pads have already been prevented from entering the waste stream thanks to women changing their habits and using the Mooncup instead.

Kath Clements, Campaigns and Marketing Manager at Mooncup says, “Ultimately choosing the right sanitary product for you is really personal: we’d just like to make sure that women choose knowing the facts. Staging a rap battle was a playful way to present some of the reservations about using the Mooncup that we hear, alongside the benefits that Mooncup users enjoy- in the end, as ever, it’ll be down to the viewer to pick her ‘crew’!“

Facts about Mooncup

Whether you want to reduce your carbon footprint, save money or just look after your health, there are many reasons to choose the Mooncup.


The reusable Mooncup offers a simple way to dramatically reduce the amount of waste you produce.

• One woman will use over 11,000 disposable sanitary products in a lifetime

• 22 tampons or towels are used, on average, each period

• In the UK alone, 4.3 billion disposable sanitary products are used every year

These items, their packaging, applicators and backing-strips will end up in landfill or in the sea.

Over one weekend, the Marine Conservation Society found 30 sanitary product items per km of UK beach surveyed. (Source: MCS Beachwatch survey 2010)

Mooncup Ltd. is the first sanitary protection manufacturer in the world to be awarded Ethical Business status for its people and environmentally -friendly practices.


The Mooncup is made from soft medical grade silicone and is latex-free, hypoallergenic and contains no dyes, BPA, phthalates, plastic, bleaches or toxins.

Because the Mooncup is non-absorbent, it will not cause dryness and does not disrupt your body’s natural pH levels (35% of the fluid tampons absorb is natural moisture.

The Mooncup does not contain any absorbency gels, additives or perfumes. Unlike some conventional cotton sanitary products, it is also free from pesticides and GM materials.

Tampons can cause dryness and leave fibres behind. The Mooncup is designed to respect your natural balance.


The Mooncup holds three times the fluid of a tampon, giving longer lasting protection on heavier days. And, because it is non-absorbent, it won’t cause dryness when your period is light.


One Mooncup costs the same as the average woman will spend on disposable sanitary protection in 4-8 periods* and will last for years. (*One woman will roughly have 500 periods in her menstruating life)


About Mooncup

Mooncup, the world’s first medical grade silicone reusable menstrual cup, was created by Brighton entrepreneur Su Hardy in 2002 and is now distributed in over fifty countries worldwide.  In the UK, the Mooncup is available in Boots, independent health food stores and at

Contact details: Kath Clements, Campaigns and Marketing Manager –

About St. Luke’s

Directors of the ad campaign - Independent co-owned communications agency, clients include: Littlewoods,, Strongbow, Mayor of London, Department for Business, Innovation & Skills and Majestic Wine Warehouse.

Contact details: Olivia Wilmshurst-Smith, Account Manager –


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