Product Design Lions > Goods
DM9DDB, Sao Paulo / JOHNSON & JOHNSON / 2018
Overview
Credits
CampaignDescription
Educating the new generation of women about menstruation is vital.
That's why Stayfree created a product to educate and encourage talking about menstruation with moms and daughters. Stayfree's My First Pad is a packaging with mini pads, doll's panties and an educational mobile game so the girls could play with their dolls with their moms and learn about menstruation.
Mini pads are small replicas of real pads, moms can teach their daughters how to use it using the doll's panties. They are made of a special material that when the mom puts a drop of water on it, it gets red showing their daughters how menstruation looks like. In the educational mobile game girls learn everything about a menstrual cycle and receive suggestion of activities they could do according to the moment of their menstrual cycle. Moms now can teach daughters about menstruation in a playful but effective way.
Execution
My First Pad product is made of.
- Mini pads for dolls.
- A mini Stayfree pack.
- Mini panties for dolls.
- A embed mobile educational app where girls learn about a menstrual cycle and receive suggestion of activities they could do according to the moment of their menstrual cycle.
Mini pads are replicas of a normal pad. We produced it with 100% poliester, they came with a tape that sticks to the doll's panties like a regular pad. With some drops of water the pad gets magically red, thanks to special hidrocromic ink that covers the surface of the mini pad. Product is indicated for girls 9-12 years old.
Mini panties were also produced using 100% of poliester and have the exact measures of a Barbie style doll, they are also have Stayfree butterflies stamped on.
The package was produced in paper and acetate, measures are 10cm x 21cm x 2,8cm.
We used as a reference doll's accessories packages.
App was build in partnership with a company specialized in educational games. All the project has the SELO INMETRO which is granted by brazilian government as something safe for kids.
Outcome
This product is part of a global campaign that is helping to break taboos about menstruation in the world.
Therefore My First Pad contributed for outstanding results in terms of brand awareness and message association.
- Growing of 8,8% in perception that the brand is connected to woman's causes.
- Growing of 9,4% in perception that the brand is connected to contemporary themes.
- Growing of 6,6% in perception that the brand helps woman to feel more confortable about menstruation.
Also My First Pad product is going to be exported by Johnson's to other countries like India, where like Brazil menstruation is still a big taboo for young girls, many of them don't go to school during the menstruation week.
Synopsis
This Stayfree experience for moms and daughters is part of a global campaign that is helping break taboos about menstruation in the world.
We created a product called My First Pad and activated it in one of the biggest pharmacy chains in Brazil, where we give away My First Pad for moms who where buying pads for themselves.
A small package with mini pads and a doll's panties to estimulate mom and daughter talk about the first and upcoming menstruation. And to complete the journey of the customer and keep the conversation going we also created an educational mobile app that could be downloaded from the My First Pad package.
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