DomesticShelters.org—the first and largest online searchable directory of domestic violence programs and shelters in the country—understands the importance of subtlety when helping survivors, who are disproportionately women. Its “Code Red” campaign does just that—by taking advantage of society’s discomfort around menstrual products. 

Created by IPG Health agency Neon, “Code Red” was devised to work around how abusers use coercive control and enforced isolation, to put help right into the hands of women who need it through commonplace, vital feminine supplies. The effort won silver for Purpose-Led Campaign of the Year among advocacy organizations in the Healthcare Marketing Impact Awards 2023.

The campaign partnered with Aunt Flow, a feminine hygiene products company, to create a line of menstrual products that contain discreet, water-soluble inserts that let women know they aren’t alone and where to get help.

Even the name Code Red was crafted with secrecy and urgency, playing on the name’s dual meaning. “Code Red” can indicate a threat that has escalated to constitute an emergency—as well as a subtle way to refer to starting a period.

The products were distributed to more than 18 locations, including colleges, food banks, coffee shops, transit hubs and gynecologists’ offices through a guerilla-style network of women. Since its launch, DomesticShelters.org says more than 6,000 people have been reached through Code Red, and time spent with the resources has increased 600%. This success was reached despite specifically avoiding marketing or publicity efforts, to keep the initiative secret from abusers.