Stayfree: DM

Credits & Description:

Brand JOHNSON & JOHNSON
Entrant DM9DDB SAO PAULO
DM9DDB Sao Paulo, Brazil Entrant Company
DM9DDB Sao Paulo, Brazil Idea Creation
Marcio Oliveira DM9DDB Account Services
Paulo Coelho DM9DDB Creative
Aricio Fortes DM9DDB Creative
Adriano Alarcon DM9DDB Creative
Ana Castelo Branco DM9DDB Creative
Valdir Bianchi DM9DDB Creative
Vitor Medrado DM9DDB Creative
Maria Fiuza DM9DDB Creative
Sergio Barros DM9DDB Creative
Luisa Gabaldi DM9DDB Art Direction
Manuela Ramalho, Caroline Stanzani, Bianca Lopes DM9DDB Account Services
Andrea Sá, Vera Parreiras, Carolina Sagesser DM9DDB Planning
Patricia Benetti, Pedro Bueno DM9DDB Production
Patricia Benetti, Nereu Marinho, Rodrigo Luchini DM9DDB Production
Thiago Salvador DM9DDB Project Manager
Gabriela Onofre, José Cirilo, Naemi Fukushima, Mariana Maluf, Marina Ventura Johnson & Johnson Approval
Rodrigo Luchini, Nelson Zarate DM9DDB Filming
Nelson Zarate, German Espiaut DM9DDB Editors
Anderson Tavares, Henrique Zarate DM9DDB Motion Graphics
Ricardo Barcellos, Arturo Querzoli Gazpacho Filmes Filming
Ricardo Barcellos Gazpacho Filmes DOP
Beto Coelho, Kito Siqueira Satelite Audio Audio Production
Mukutu Game Studio Mukutu Game Studio Game Studio

Synopsis
This direct campaign is part of a global campaign that is helping to break taboos about menstruation in the world. Serious taboos that affect many girls lives around the world. Globally, 54% of the girls don't know what is happening in their body when they menstruate for the first time. In Brazil, some girls even think they are sick or menstruation is some kind of cursing. In India and in some African countries, girls are so uncomfortable with menstruation that they don't go to school during menstruation, losing almost a week of classes each month. The objetive of this work is helping making menstruation something natural for girls before they menstruate, during childhood.
Strategy
Strategy was to launch an Unboxing-style video with one of top brazilian kids influencers, Maysa, where she presented My First Pad to moms and daughters.
Later we did a direct campaign where we give away My First Pad in the biggest pharmacy chain in Brazil, for moms who where buying pads for themselves.
My First Pad comes with an embed game for mobile phones on its packaging, when you scan the code, it downloads on your daughters mobile. In the game you can create an avatar of the kid's doll and follow the doll's menstruation cycle month by month.
Creating a bond with moms, educating the new generation and creating relevance with future customers.
Relevancy
This Stayfree direct campaign for moms and daughters is part of a global campaign that is helping break taboos about menstruation in the world.
It started as an direct experience in one of the biggest pharmacy chains in Brazil, where we give away My First Pad. A small package with mini pads and a doll's panties to encourage mom and daughter talk about the first and upcoming menstruation. And to complete the journey of the customer and keep the conversation going we also generated an educational mobile app that could be downloaded from the My First Pad package.
Outcome
This direct campaign is part of a global campaign that is helping to break taboos about menstruation in the world.
Therefore My First Pad contributed for outstanding results in terms of brand awareness and message association.
- Growing of 8,8% in perception that the brand is connected to woman's causes.
- Growing of 9,4% in perception that the brand is connected to contemporary themes.
- Growing of 6,6% in perception that the brand helps woman to feel more confortable about menstruation.
Execution
We projected and produced My First Pad packing as it was a real toy. We developed the app with a educational game that enriches the experience with the brand.
Everything thought to engage moms and daughters around education about menstruation.
To launch we did an Unboxing - Style video on the social networks. Then we did a direct campaign on country's largest pharmacy chain to moms already buying pads for themselves.
Product was consistently on the internet with unboxing video, on Point of Purchase with My First Pad's direct action and inside kids houses, establishing talking about menstruation with moms and their daughters. All of that made a 360 educational experience for Stayfree and helped to give quality education about the menstruation that will last forever for those young girls.
Campaign Description
This direct campaign is part of a global campaign that is helping to break taboos about menstruation in the world. Serious taboos that affect many girls lives around the world. Globally, 54% of the girls don't know what is happening in their body when they menstruate for the first time. In Brazil, some girls even think they are sick or menstruation is some kind of cursing. In India and in some African countries, girls are so uncomfortable with menstruation that they don't go to school during menstruation, losing almost a week of classes each month. The objetive of this work is helping making menstruation something natural for girls before they menstruate, during childhood.