Always: Stand Up and Make a Change

Credits & Description:

Client: Procter & Gamble
Brand Name: Always
Agency: Leo Burnett Beirut
Wissan Debss, Digital Art Director,
Lama Bawadi, Senior Copywriter,
Hala Samy, PR Communication Director,
Yasmin Reda, PR Communication Manager,
Ralph Arida, Associate Creative Director,
Laura Dahdah, Communication Manager,
Zeina Joujou, Regional Planning Director,
Fadi Bustros, Regional Communication Director,
Philippe Araman, Digital Planner,
Jad Jureidini, Senior Digital Communication Director
We needed to convince Egyptian teen girls that pads can improve their lives: Stand Up and Make a Change, without worrying about protection. Whether on TV, in-store or online, our campaign aimed at inspiring them to pursue their ambitions. Influencers shared stories on our page of how they stood up and achieved their dreams, and we invited girls to be co-authors in a collective diary about inspiring others through their experience. This resulted in higher-than-forecast sales growth, intense social engagement, and a disproportionate increase in our community size.