Educating the new generation of women about menstruation is vital.

That's why Stayfree created a tool to educate and encourage talking about menstruation with moms and daughters. Stayfree My First Pad is a packaging with mini pads, doll's panties and an educational mobile game so the girls could play with their dolls with their moms and learn about menstruation. Mini pads are small replicas of real pads, moms can teach their daughters how to use it using the doll's panties. They are made of a special material that when the mom puts a drop of water on it, it gets red showing their daughters how menstruation looks like. In the educational mobile game girls learn everything about a menstrual cycle and receive suggestion of activities they could do according to the moment of their menstrual cycle. Moms now can teach daughters about menstruation in a playful but effective way.

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 the Point of Sale activation 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 activation 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.

This activation 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.