LONDON — Planera, creator of the world's only certified flushable sanitary pad, has appointed Talker Tailor Trouble Maker as its sole consumer PR partner in the UK on a six-figure brief after a competitive pitch.

The agency will help launch the new product – claimed to be one of the biggest advances in the sanitary pad sector since the advent of comfort wings – and the brand’s mission to eliminate waste, remove pad bins from public places and reduce the sector’s carbon footprint.

Currently, even “biodegradable” organic pads take around 80 years to degrade and still leave microplastics behind. The Planera pads, manufacturered in the UK, have been independently tested according to the UK's water industry specification for flushability testing and were found to be 93% flushable against a requirement of 60%.

Talker Tailor Trouble Maker has started work as Planera concludes its current funding round. Director Alex Pearse told PRovoke Media: “It’s a super exciting account. We’re working with the brand introduce people to the product and once funding comes in next year we’ll go big on creative ideas to launch them. They have ambitions to launch in the US as well, so there are exciting things on the horizon.”

She added: “Planera is a game changer and we’re thrilled to be a part of its journey to change the long-held flow of opinions around menstrual health and waste.”

The target media audience for the campaign and the brand is broad, from women’s titles to environment and sustainability editors. The agency is also putting together an influencer programme.

Planera was founded by a doctor and an engineer, who came together to create a range of products after being frustrated with companies forcing the responsibility of waste onto consumers. CEO and founder Dr Olivia Ahn said: “We saw Talker Tailor’s work on Elvie and immediately had to get in touch. The troublemakers' unorthodox thinking and expertise make them the perfect agency to build our brand awareness and help us expand. We’re looking forward to working with them in helping change the world, one pad at a time.”

Planera joins Deliveroo, Mastercard, FutureLearn and Pernod Ricard on TTTM’s client roster.