Organic Initiative’s mission is to provide sanitary products that are good for women and good for the world. For far too long, women have struggled to find an alternative to using intimate products made from harmful chemicals and toxins. Oi approached Cato Brand Partners with the challenge to ‘tear down the pillars of power’, and educate the marketplace away from conventional products. We adopted an ‘in your face’ disruptor model, creating a wall of passionate protest in the supermarket aisles implying that the conventional tampon companies were dishonest and harmful.