Social impact agency Public has kicked off a new holiday campaign to raise awareness and funds to help tackle period poverty.

Following up on its previous purpose-driven holiday campaigns like “It’s F*cking Water” and “#EFF2020,” Public’s new campaign, “#DecktheStalls,” introduces a holiday demon Crampus, who plans to raise money to bring free menstrual products to all this holiday season, and to make sure people with periods can menstruate without worry.

The holiday campaign is set up to drive donations to Period., a non-profit that works to provide access to menstrual products and education, and to end period poverty and stigma.

“At this time of year, we often think about holiday get-togethers with friends and family,” says Jill Applebaum, chief creative officer at Public. “But if almost one in two (47%) people who menstruate are feeling stressed about their ability to afford period products given the economic climate, they’re not having the same holiday as everyone else. I can’t imagine anyone having to decide that they can’t go to school, to work, or celebrate the holidays because they can’t afford menstrual products – and nobody should.”

The campaign will run in the U.S. and Canada across video platforms, including donated digital placements, social media, OOH and wild postings. It will run through the end of year, with all proceeds going to Period. It will also include Period.’s local chapters and volunteers taking to the streets across North America to help ensure people have the menstrual products they need. The campaign is run via pro-bono media placements and organic shares.

Public says it worked with YouGov to source updated consumer data via survey. The agency found, through research conducted in December, that nearly one in three females who menstruate (31%) in Canada and the U.S. say they or their family have struggled to afford menstrual products. When including all people who menstruate, Public’s findings jump another five percentage points.

“The solvable crisis of period poverty affects 36% of people with periods in Canada and the U.S.,” says Michela Bedard, executive director of Period. “This campaign shows that we can all be a part of the solution, making period products accessible in public places. In order for everyone to fully engage in work and school, we need to ensure that where toilet paper is freely supplied, so are period products.”