McKinsey Design & The Case For Her challenge you to

Change the way the world thinks about menstruation and undo the social stigmas surrounding it.

D&AD New Blood Awards 2019

For the 2019 D&AD New Blood Awards, McKinsey Design and The Case For Her have partnered to challenge aspiring creative students around the world to end the stigma around menstruation.

The awards, open to students and recent graduates studying any design discipline, are designed to embolden the next generation of creative talent to hone and apply their skills to tackle a wide range of business challenges and societal issues.

The lucky winners of the McKinsey Design & The Case For Her “End the Stigma. Period.” brief will not only win coveted D&AD pencils, but will have their work showcased at this year’s Women Deliver conference in Vancouver.



Over 800 million of the world’s population menstruate on any given day. Menstruation is a natural body function vital to sexual and reproductive health, yet many areas of the globe lack support in terms of education, water supply, sanitation and hygiene systems, pain relief methods, product design, availability and affordability.

Talking about menstruation is still largely a social and cultural taboo across the globe. Although menstruation is a normal, healthy part of life for menstruators, stigmas abound.

McKinsey Design and The Case For Her want you to develop an innovative service, product or campaign that:

  • tackles menstruation issues and social stigmas
  • is grounded in a solid research base
  • shows fresh thinking and does not replicate what’s been done before.

How will you do this? Through an innovative new product? A brand-new teaching tool? A national campaign to spark debate, discussion and education? What you create is entirely up to you.

Looking for advice, guidance, or inspiration?

Join one of our DESIGN SPRINTs on February 9th 2019

Are you entering this year’s D&AD New Blood awards, and based in London, Berlin, Milan or Stockholm?

In the run-up to the brief submission deadline The Case For Her & McKinsey Design will be hosting a series of events – the first of which will be a design sprint run in 4 cities across Europe simultaneously on February 9th 2019. These meetups will give entrants the chance to meet the McKinsey Design and The Case For Her teams, connect with experts in the field, and get hands-on experience at using design to tackle social issues.