Eu Yan Sang Singapore is getting cheeky this International Women’s Day, turning period woes into a cast of animated characters in its latest campaign, “Tame your menstrual monsters”.
The initiative personifies common menstrual symptoms as playful monsters, aiming to spark more open conversations around women’s wellness while modernising how Traditional Chinese Medicine (TCM) connects with younger audiences.
At the heart of the campaign are four characters embodying familiar period struggles: ‘Cranky Flo’ (mood swings and headaches), ‘Sleepy Sue’ (fatigue and brain fog), ‘Bloated Bella’ (bloating) and ‘BFFY’, the mischievous ringleader stirring chaos.
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In a light-hearted animated hero film, the monsters prepare to wreak havoc, only to be outsmarted by women who care for their bodies with Eu Yan Sang’s gold label bak foong.
The campaign reframes traditional women’s wellness for a new generation, showing how period support can help women stay in control of their day. Gold label bak foong, traditionally associated with women’s health, is available in large and small pills as well as ready-to-drink essence formats, catering to modern lifestyles.
Launching on 6 March 2026 across social media, YouTube, in-store activations and out-of-home placements, “Tame your menstrual monsters” exemplifies Eu Yan Sang Singapore’s efforts to blend its 146-year heritage with contemporary culture, creating moments that are as fun as they are educational.
“Menstrual wellness has always been central to TCM, but conversations around it can still feel uncomfortable or overly clinical for many young women,” said Sharon Tan, head of marketing at Eu Yan Sang Singapore.
She added, “Our team wanted to explore a warmer and more relatable way to open up these conversations. ‘Tame your menstrual monsters’ uses humour and storytelling to make these experiences easier to talk about while reinforcing the importance of caring for women’s health.”
Beyond animation, Eu Yan Sang has created a 20-page digital educational booklet, A little guide to understanding periods, your body and menstrual wellness. The book is designed to help mothers and daughters navigate puberty and menstrual health. The guide covers cycle tracking, common period discomforts, TCM insights, and conversation starters, combining playful storytelling with credible wellness advice.
The campaign also extends into retail with limited-edition collectibles inspired by the monsters such as a ‘Bloated Bella’ plushy hot water bag and a ‘Sleepy Sue’ plushie crossbody bag.
The “Menstrual Monsters” campaign follows a growing trend of brands using playful characters to normalise conversations around periods. Earlier, in February 2025, menstrual care brand Blood partnered with VML Singapore to launch its “Period squad” campaign, featuring five animated characters, Crampy, Spotty, Moody, Sleepy, and Paddy, to represent common menstrual symptoms and advocate for unfiltered portrayals of periods.
The characters, portrayed as 3D content creators, engaged Gen Z across digital platforms, retail spaces, and merchandise, while a music video reinforced the message that periods are not cute, but there is no need to apologise for them. The campaign runs with a 360° strategy, spanning social media, influencer marketing, retail activations, sampling events, and more, across Singapore, Malaysia, and other markets.
Be part of #Content360 Singapore, 22–23 April 2026, where creativity and culture collide. Explore how AI-driven storytelling is shaping the future of content, gain practical insights, discover new tactics, and learn how the best in Asia are creating campaigns that truly resonate.
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