For o.b., we launched the Between Us podcast to break taboos around menstruation through honest, creator-led conversations targeting Gen Z audiences.Instead of traditional awareness campaigns, we partnered with outspoken creators who already had trusted relationships with young audiences - giving them the freedom to communicate openly and authentically across podcast and TikTok-native formats. The campaign generated over 1.5M organic TikTok views and helped position o.b. as part of a real cultural conversation rather than a traditional product campaign.