PERIOD. Taps Advocacy Veteran to Scale Menstrual Equity Fight

PORTLAND, Ore. – December 09, 2025 – The global youth-powered organization PERIOD., a prominent force in the fight against period poverty, has announced a significant leadership transition, appointing Jennifer Herrera as its new Executive Director. The move signals a strategic pivot for the organization and the broader menstrual equity movement, shifting focus toward scaling advocacy and cementing policy gains. Herrera, a seasoned leader with a formidable background in both national strategic communications and grassroots legislative campaigns, takes the helm from outgoing Executive Director Michela Bedard, who guided the organization for six years.

This transition is more than a simple changing of the guard; it represents a calculated step to harness a new level of strategic influence. As the menstrual equity movement matures from raising awareness to implementing systemic change, Herrera’s unique skill set appears tailor-made to accelerate this evolution, positioning PERIOD. to amplify its impact on public health policy and market dynamics.

From National Narratives to Grassroots Wins

Jennifer Herrera’s career is a compelling study in dual-track advocacy—mastering the art of shaping national narratives while simultaneously driving tangible change at the community level. Her most recent role as Vice President of External Affairs at the National Women's History Museum (NWHM) saw her orchestrate high-profile initiatives that wove women's contributions into the fabric of American history. She spearheaded collaborations like the American Women Quarters program with the U.S. Mint, a multi-year project that literally put the faces of trailblazing women like Maya Angelou and Sally Ride into the pockets of millions of Americans. This work was not just about commemoration; it was a strategic communications masterclass in making history accessible and relevant, building public will for a more inclusive national story.

However, it is her deep experience in grassroots organizing that offers a glimpse into the tactical prowess she brings to PERIOD. As a chapter lead for Moms Demand Action in Virginia, Herrera was on the front lines of one of the most contentious policy debates in the nation. She was instrumental in building a powerful volunteer network that successfully advocated for landmark gun safety legislation, including the passage of universal background checks and extreme risk protection orders. Her work demonstrates a keen understanding of how to translate public sentiment into legislative victories by mobilizing communities, engaging lawmakers, and sustaining pressure through targeted campaigns. This experience in a highly polarized environment has honed a political acumen that will be invaluable in navigating the complexities of health policy at both state and federal levels.

This combination of shaping public perception on a national scale and securing legislative wins through ground-level action is precisely what the evolving menstrual equity movement requires. It signals a leader capable of not only telling the story of period poverty but also writing the new laws that will end it.

A Movement at a Pivotal Crossroads

Herrera steps into her role at a critical juncture for the menstrual equity movement. Over the past decade, advocates have achieved remarkable success in chipping away at the financial barriers to menstrual health. The campaign to eliminate the so-called “tampon tax”—sales tax on menstrual products—has seen victory in a majority of U.S. states, reframing these essential items as necessities, not luxuries. This was the first major wave of policy change, driven by a powerful narrative about economic fairness.

Now, the movement is advancing into a new, more ambitious phase: mandating access. A growing number of states and municipalities are passing laws that require free menstrual products in public schools, universities, homeless shelters, and correctional facilities. This represents a market-altering shift, moving the responsibility for access from the individual consumer to public institutions. It redefines menstrual products as a public health provision, akin to toilet paper and soap. However, these legislative wins bring new challenges, including ensuring adequate funding, creating sustainable supply chains, and overcoming implementation hurdles.

Simultaneously, the fight against stigma remains a core challenge. Despite progress, deep-seated cultural taboos continue to foster shame and silence, impacting the mental and physical health of millions. This is where the educational mission of organizations like PERIOD. becomes paramount. The next frontier involves integrating comprehensive menstrual health education into school curricula and public health campaigns, normalizing menstruation and empowering individuals with knowledge about their own bodies.

The Next Chapter for a Youth-Powered Juggernaut

For over a decade, PERIOD. has been at the forefront of this fight, distinguished by its youth-powered model that has mobilized a new generation of activists. The organization reports having supported over seven million menstrual cycles through product distribution while also authoring landmark research to arm its young leaders with data-driven arguments for change. It is this powerful combination of service and advocacy that Herrera is now tasked with scaling.

In a statement, Herrera acknowledged the strength of this existing framework. "I've long admired the organization's inspiring commitment to ending period poverty and stigma," she said. "PERIOD. has built a powerful youth-led movement that serves as a national model for what youth-centered, community-driven advocacy can achieve." Her vision is not to reinvent the organization but to "strengthen and expand that critical work."

The transition is supported by outgoing Executive Director Michela Bedard, who celebrated the organization’s growth under her tenure. "After six inspiring years at PERIOD, I'm filled with gratitude for this global movement," she shared, reflecting on the growth of chapters worldwide. The board echoed this sentiment, crediting Bedard’s "relentless support and dedication to a youth-driven movement" for buoying the organization. Bedard's enthusiastic endorsement of her successor underscores a sense of continuity and shared purpose. "I am beyond excited to pass the baton to PERIOD's next executive director, who will guide the organization into a bold future where women's health and gender equality are championed with even greater power and imagination," she added.

Herrera's challenge will be to leverage her experience to provide the strategic infrastructure that amplifies the authentic, energetic voices of these young leaders, turning their passion into durable policy and widespread cultural change.

Strategic Implications for Healthcare and Equity

The appointment of a leader with Herrera's profile is a strong indicator of a strategic shift with implications that extend far beyond the non-profit sector. By prioritizing high-level advocacy and policy implementation, PERIOD. is helping to accelerate the integration of menstrual health into the mainstream healthcare and public health landscape. For healthcare systems and payors, this growing legislative momentum may soon translate into new standards of care and potential mandates for coverage or provision of products in clinical settings.

For employers and corporate leaders, the normalization of menstruation as a health issue, not a private matter, is fueling calls for more supportive workplace policies, including the provision of free products in office restrooms. This is increasingly seen not just as a perk, but as a fundamental aspect of creating an equitable and inclusive work environment. As advocacy scales, market demand will continue to shift from consumer-driven retail purchases toward institutional procurement, creating new opportunities for manufacturers and distributors who can adapt to this changing landscape.

Ultimately, this leadership change at PERIOD. reflects the maturation of a social cause into a formidable policy movement. It underscores a strategic effort to ensure that access to menstrual health is not left to charity or chance, but is enshrined as a basic right. This pivot suggests a future where menstrual health is no longer a fringe issue, but a non-negotiable component of public health infrastructure and corporate responsibility.