Our urban target, the modern hipsters, and their urban location, called for an urban visual icon. That's why we borrowed a street-signal style to prompt the protection message and get instinctive and immediate attention. The visual, evoking a certain kind of protection, together with the message and the signature, clearly shifting to another kind of protection, created the right synergy.

The campaign was aired across Europe.

It was the first time a tampon brand was so outspoken: thus the first result was the normalisation of category.In France (July 2004 - September 2004) by October, the volume share had grown to its all-time highest level.