2016 Winners & Shortlists

The Brief

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: future wife/mother. Consequently these limitations affect her life, goals and aspirations. Always struggles to connect with consumers online because girls are ashamed to interact / “like” a taboo brand. However, through our social experiment, we captured genuine reactions, exposing the difference in confidence between girls (prior to their first period) and women and were able to build a strong bond with consumers.

Creative Execution

Always enters a girl’s life during the sudden transition of puberty; the brand responsibility to empower women, letting them know that with confidence, she can achieve anything she wants. The social film brought to life intimate realities of women in the Arab world, empowering them through authentic unscripted reactions. Running for over a month, the campaign kicked off through intimate events. The social experiment premiered to selected influencers; becoming our primary supporters even after the campaign ended. The film caught fire opening discussions across all social platforms in the region. 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 dreams.

Describe the success of the promotion with both client and consumer including some quantifiable results

• 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%

Explain why the method of promotion was most relevant to the product or service

Always represents the moment that a girl “becomes a woman” (her first period), the brand has a role to empower women. We created a film whose purpose was to activate a change in mindset for girls; so they stop letting go of their dreams when they get their first period.