Always Feminine Care
Always wants to help young women embrace the taboo of having a period by humorously unfiltering the topic.
Our strategy is to utilize social media to show how dealing with a period is empowering rather than embarrassing.
Reducing embarasment with redesigned packaging.
We started with a package redesign to highlight pad absorbency rather than the brand itself through a new labeling system, which introduces an animal figure for each flow.
We realized that most girls felt embarrassed standing at the checkout with the garish packaging or telling their parents which tier they needed.
Interactive pad dispensers will be placed in high school and mall bathrooms to help young women deal with an unexpected period.
86% of American women have started their period unexpectedly in public without the supplies they needed. They report feeling panicked, embarrassed, and stressed.
Continuing the conversation
After receiving their pad, young women will be introduced to the new language of periods; opening the conversation between teens and the brand in a relatable but educational fashion through our microsite.
The content on the mobile site will be tailored to the absorbency of the pad that was dispensed to her. The site is designed with SnapChat sensibility for easy user-experience.
Snapchat Invisible Filter
Surprising users with an invisible filter, only using sounds to match our selected animals. This will intrigue users to playfully post about "dealing with things" & contribute to the #DealtWith live story.
Always Discover Channel
Continuing the campaign by providing more fun, relatable & educational content about periods to the public. This way we can break taboos and open the conversation for all genders to learn.
Our campaign was chosen as the winner of the CLC Design Challenge in collaboration with P&G and Always. Our team took this challenge on with the user as a priority and made sure we had fun in the process.