The Brief
Develop a digital-first campaign that will inspire the target audience to donate sanitary pads by illustrating how easy it is to donate using a key 3-step process. The main campaign objective was to donate 1 million pads to keep girls in school; This would be done by changing the perception that donating is a complex process. With every pad bought, Always would match the donation.
The articulation came out in 2 creative directions:
1. She's counting on you:
A reminder to our target audience that these girls are counting on our seemingly small but significant action of donating pads, to change the trajectory of their life in the long run.
2. Dream big, period!
Encourage the target audience to help these girls achieve their big dreams without letting their periods stop them. Purchasing a pad would be the first step in helping them realize these dreams.
Art Direction:
Ken Gitau, Steven Vala
Ken Gitau, Steven Vala
Creative direction & copy:
Teresa Makori, Njango Mwangi
Creative direction 1: She's counting on you
Creative direction 2: Dream big, period!
