Efforts to make brands more inclusive often come under heavy scrutiny and can be as criticized as they are applauded. Sara Plotkin, VP of brand and creative at underwear seller Thinx, recently faced the challenge of how to thoughtfully market the brand’s efforts to make its line size-inclusive.

Plotkin came to Thinx, which sells period absorbent products, in February 2021. For the plus-size campaign, she began with the basics—focusing on making a line that was permanent, rather than limited-edition. She then surveyed plus-size consumers about what kind of message they wanted to see and also recruited a plus-size photographer and plus-size models.

The end result was “these photos that felt so joyful and happy,” said Plotkin, 31.

As people were beginning to leave their homes again after the pandemic, Plotkin worked on a campaign last September that asked consumers to identify what concerned them most about their periods. The result was the “Absorbs Worries” digital billboard that highlighted concerns such as changing a tampon in a porta potty or leaking. The use of out-of-home marketing, which put such worries on billboards, aimed to focus on how “people are out in the world again," said Plotkin.

Plotkin's future plans for Thinx focus on “every life stage," from creating products for pre-teens to people going through menopause, she said.

If you could have dinner with one person, alive or dead, who would it be and why?

Julia Louis-Dreyfus. I’ve loved watching her evolution and think she’s one of the smartest and funniest people in entertainment, which makes for a great dinner companion. 

What are the top two social media sites you use on a regular basis?

Twitter (for news) and TikTok (for entertainment).

What’s currently on your bedside reading list?

“Something New Under The Sun” by Alexandra Kleeman and slowly making my through “To Paradise” by Hanya Yanagihara.

What was the last show you binge-watched?

“The Staircase” on HBO.

At what age do you hope to retire?

Whenever the industry decides I’m too old.

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CORRECTION: A previous version of this story incorrectly stated Plotkin's title at Thinx.