2016 Winners & Shortlists

Brief Explanation

Always lacked a relationship with its consumers. For such an intimate product, it’s about time we built a connection. So for the first time in the Arab world, we communicated on brand positioning versus product. In the Arab World, the day a girl gets her first period, things she could do the day before are no longer permitted. Without realizing it, puberty forces her out of childhood and into her new society-imposed role: a future wife / mother. Consequently, these limitations affect her life, goals and aspirations. In fact, 94% of girls (pre-puberty) believe they can achieve their dreams, while only 20% of women actually do. As a brand that starts being used at puberty, Always wants to give women confidence to achieve. By unveiling real women, with genuine reactions, exposing the difference in confidence and aspirations between girls (pre-period) and women, we were able to build a strong emotional bond with consumers.

The Campaign

Girls all over the world lose self-confidence at puberty. However, in the Arab World, and mainly in Saudi Arabia, the problem is deeper. The day a girl gets her first period, things she was allowed to do the day before are no longer permitted. Consequently, all these limitations affect her life, her goals and aspirations. Always believe that a girl can achieve anything she wants with the right amount of confidence. We created a social experiment exposing the difference in confidence and aspirations between girls (prior to their first period) and women. The social experiment premiered to selected influencers who became our primary supporter. The film caught fire on all social platforms in. Soon enough pro-women empowerment institutions carried our campaign as their own. Inspirational role model talks created a direct engagement with women, inspiring them to achieve their dreams.

Creative Execution

The social film brought to life intimate realities of women in the Arab world, empowering them through authentic reactions. While the behind the scenes gave inside scoop, helping raise curiosity. The campaign kicked off by premiering the film to selected influencers; who became our primary supporters even after the campaign ended. The film caught fire opening discussions across all social platforms in the region. With all this social support, the media publicized the campaign, astonished by the unscripted content, celebrity support and the millions of views. Soon enough pro-women empowerment institutions carried the hashtag as their own. An on-ground conversation was activated through inspirational role model talks, showcasing the possibility of reaching career dreams.

• Total Views of 11.7 million • Exceeded industry standards of organic views by 480% • Positive sentiment of 96% despite controversy of the message and the brand in such a patriarchal society. • Social Impressions of 166,943,033-more than 100% of our target • Purchase intent: Increase by 6%