Even in a modern world, Chinese women live in a male-biased society and are rarely encouraged to speak their minds. Whisper gave a powerful voice to China’s historically reserved daughters, evoking the strength of sisterhood and arming Chinese females with their own creed: the “Have A Happy Period” manifesto.

“During ‘those’ days, emotion is my privilege,” she told us. “Enjoy the bliss of being a woman,” said another woman. The website, www.happywhisper.com.cn, gave voice to 182,416 registered members, evoking more than 20,000 manifestoes. Product shipments indexed at a record 139 versus a year ago. A Whisper became a roar.

Whisper created an online portal and transformed it into an unassailable haven for women to voice their ideas about how to make their period a more positive experience. By leveraging a strategic alliance with Sohu (the leading Chinese portal), we launched www.happywhisper.com.cn as a platform that empowered Chinese women to create and express their very own manifestoes with other women and the world. Online banners, school programs, in-store leaflets, portal seeding, e-flyers, search engine marketing, mobile, magazine advertorials and10-second TV spots surrounded her with encouragement. Famous Chinese actresses, models, athletes and other female role models posted their own manifestoes on the website—and then formed a celebrity judging panel to select the best manifesto.

Our consumer lives in a culture that is progressing quickly, both economically and socially, but feminine individuality is still not encouraged. As a result, modern Chinese women crave platforms that enable them to let off steam and express their feelings in a safe and accepting environment. Like women everywhere, our consumer also struggles with the pain and inconveniences of the monthly period. In a country where silence is preferred, and with a topic that is generally taboo in any language, Whisper invited women into a safe virtual world where expression was encouraged and celebrated. Every touch point was selected based on its ability to connect women online and speak to them “as a friend.”