When “Camp Gyno” came out last week I immediately sent it around to all my friends with the subject line – “Camp – Hysterical.” And at first watch, it is. The writing is fabulous, the actress is brilliant. The tie-dye t-shirts, string bracelets, totally authentic (full disclosure: it was filmed at Surprise Lake Camp – one of the camps we work with here at FJC). I am sure tampon creative execs are reeling about how this mom got it so right out of the gate and they still make commercials full of 20-somethings prancing around in white jeans and jars full of blue liquid to prove absorbency.
It was the nostalgia that got me. The commercial is an ode to every female camper, ever – a compilation of our story, our language, our history. Every bunk had a period guru – Menstrual Mommy, Auntie Flo. We all have a story of whispering in the back bathroom trying to learn to use a tampon so we could swim and no one would know. I always felt bad for non-campers. How the hell did they learn this stuff?!
The video deals with some really important themes in a minute and 47 seconds – being an outcast, gaining and managing popularity, and just talking to your friends about periods. Kudos to Hello Flo founder Naama Bloom and BBDO for that. I love how they talk in real language too. It may not be the correct language, but it is the language we use – “vag,” “gyno” – it is how we talk. It makes the “icky” accessible.
But as I watched the video a few more times, it got a little less funny each time. I started thinking: does this fabulous video send the wrong message in the end? It gives great insight into a teen girl’s first period experience. So why are we willing to take that conversation and tuck it away into a plain brown box? I am not really a women’s libber, but are we still so embarrassed that we can’t go into a store and buy a box of pads? Is it necessary to have them “discretely” delivered to our door every month? Do we really want to teach our daughters that they need to hide it away? Yes, it is hard at 12, 13, 14, 28, 42 years old to walk around with pads and tampons in your knapsack. Hard, yes. Shameful, no. I think that good parenting is giving your kid the tools to help them through hard things. Sometimes that tool is a extra pretty Vera Bradley pouch that you would never buy for a 12 year old, but will make carrying pantiliners that much less hard. If I can’t show my daughters that I can walk into CVS and buy a big old box of tampons as easily as I do shampoo and Altoids, how will she learn to do it?
The commercial starts out with campers having a dialogue about periods. They just put it out there. No shame, no pretense because camp is the place where kids learn to overcome fears, to have hard conversations, and gain independence.So I’ll be damned if I am going to throw that all away because periods are a little hard to talk about.
Who am I to rain on an entrepreneur’s idea? I am jealous that she was brave enough to go after a dream. (She probably learned that at camp too. She went to another one camp in FJC’s network, Camp Galil). I am always tempted to sign up for subscription commerce – I love new stuff and can be as lazy as the next person. If two days go by and I don’t order from Amazon Prime, Jeff Bezos himself delivers chicken soup to my door. But in this case, I’ll wear a red badge of courage on my sleeve. I learned how at camp. I’ll see you in the feminine hygiene aisle.