Situation:

In Mexico, menstruation is not talked about in families or schools, as it is still a taboo, which is why only 5% of children receive proper education on the theme. Due to this lack of education, almost 50% of girls in our country (approximately 10 million) miss school out of shame or fear of being bullied.

Brief:

Create a campaign to break taboos around the menstrual cycle and normalize it among younger generations.

Objectives:

Educate children about the menstrual cycle at an early age to normalize talking about this topic and break taboos.

We created V Land, a video game in which every element is thought, illustrated, and inspired by the female reproductive system, which is designed for both girls and boys to learn everything they need to know about the menstrual cycle while doing what they love most: playing video games.

We developed in Roblox an event that contains games that teach children about Pre Menstrual Syndrome (PMS), cramps, the endometrium, menstrual flow, menstrual hygiene products and the menstrual cycle in an entertaining way.

In this way, we seek to normalize periods among younger generations in Mexico, solving the problem:

Let the children feel more comfortable talking about their periods and have all the information on the theme before their first period, so that in this way shame is eliminated, they understand the menstrual process, let's help to end bulling and thus break the taboo about menstruation in Mexico.

We focus on working with children under the age of 16 who spend more than two hours a day playing on Roblox. In addition, here we create a community of children who are breaking taboos about the menstrual cycle by learning about it while playing.

In Mexico today, girls start menstruating at an early age, as early as 7 years old, and menstrual education in schools begins when they are in fifth grade, which excludes them from this information. On the other hand, we know that more than 13 million children under the age of 16 spend more than two hours a day playing Roblox.

For the brand, this game is a milestone to educate children at an early age and provide them with the necessary information about everything that has to do with the menstrual cycle and thus begin to normalize menstruation, to eliminate bulling and tell things as they are in order to break taboos so that tomorrow, in our country, it will be normal to talk about menstruation. That is why we launched V-Land in Roblox, so that all girls in Mexico and the world can learn while they play, so thanks to a campaign in different touch points such as Facebook, Instagram, TikTok and Twich in which thanks to our posts, videos, filters, the different BTL activations as well as the live on Twich, we managed to impact a large number of girls, since the campaign was designed to reach the target in the most organic way possible.

In just one month we reached 26,349 users.

More than 200 thousand users in two weeks

85% of positive reactions on the platform.

Thousands of positive comments

We open the conversation and break taboos even being banned by the platform when trying to talk about the topic.

Saba® will include V Land in its Saba® Teens program which is involved in 150 schools in the country