The period is a symbol of femininity yet many girls would shy from talking about it. This could be due to a lack of understanding of the female cycle and society’s perception of periods. If this continues, it would become harder for them to truly embrace being who they are and this resentment towards periods perpetuates the taboo. But deep down, girls are thankful each time their period arrives. They know that every period is a signal of good health and being a natural woman.Therefore we created a platform to turn this inner truth into a conversation of appreciation whilst refreshing her understanding of the female cycle. Their collective voices will help themselves and other girls see the brighter side of periods and it should be celebrated, not frowned upon.

Influential female bloggers and media journalists kick started the campaign through authentic media coverage. In-store advertising channels were used as educational opportunities where special campaign stickers with various 28-day facts and tips are placed on product packs. Awareness for the campaign led them to join a community of girls on Facebook to discover more from their peers.With these new learnings, they can share it with their friends by complimenting them of their charming female features attributed to the female cycle. This is done through a Facebook Compliment application. Once the girls have re-discovered and appreciate their periods better, they can express how they feel through another Facebook Pledging application. To reward each girl who comes forward, Whisper decides to donate a pack of pad to less fortunate girls in Laos. As the online success increased, we decided to bring this act to the masses through an on-ground event.

In 3 months since its launch on 19 August 2009, we’ve achieved:- More than 79,000 Tweets.- More than 200,000 online interactions.- More than 500,000 impressions made across the various touchpoints.- Close to 12,000 Facebook fans within Singapore.- More than USD1 million worth of FREE press coverage by publications such as US Walls Street Journal, Asian Walls Street Journal and The Singapore Straits Times.Happy It’s Here continues to be an active and permanent platform for girls to have conversations about periods, plus express how happy they are to be a girl.