The creative idea was to engage those who know even less than young girls about tampons: boys.

We started a conversation with a young female audience (13-17 years old) and gave them more freedom to talk about their first periods: a taboo subject where the lack of information can be harmful.

This work has been deployed on Youtube and Facebook on the 22th June 2017 with only 45k of media investment.

And we have launched snapchat account that teenage girls are still using to ask their most personal questions about periods and tampons.

3 307 268 views on Youtube and Facebook with only 45k of media investment.

49 639 interactions

16 225 comments of which 99% were positives

In the Youtube French top ten in 2017

And a snapchat account that teenage girls are still using to ask their most personal questions about periods and tampons.

The strategy was to downplay the lack of knowledge and to bypass teenage girls’ embarrassment by giving them a voice. We were showing them that other people can be even more ignorant and that an important subject can be discussed lightly.

The brand platform "DOERS" is about empowered girls and women in their everyday life.

In Western countries, ignorance and taboos concerning first periods are still strong among teenage girls. It can lead to a lack of information that can cause Toxic Shock Syndrome.