In Turkey, periods are perceived as «shameful» like every other thing about womanhood. Women were facing with outrage whenever they talked about the period.

As Always, we try to make the world a better place that women can live freely and confidently. In this project, we wanted to break taboos on the menstrual cycle and point out the real problems of women.

Objective: Showing that the periods are nothing to be ashamed of and starting a conversation around this topic while proving Always is the leading brand for women to live in a better world.

Budget: 8.400 USD

The aim behind our project was start a conversation about period and strengthen our brand perception. Thus, we worked towards our goal and placed our specially designed limited number of packages in modern and metropolitan areas of Turkey in which the social media is actively used.

Our product packaging was one of the most common symbols of the periods perception as something shameful. When women want to buy sanitary pads from shops, the sellers wrap it with newspaper, as people think seeing a woman’s hygienic pad is shameful for her. The majority of our target audience, women between the ages of 18 and 45, was uncomfortable with this. They were pointing out the weirdness of this habit on social media platforms like Twitter. People were covering their Always packages with newspapers to hide in the same country where women face sexism, abuse, violence and various other shameful situations as a part of their everyday life. We took this customer insight and redesigned our packages to demonstrate that periods are nothing to be ashamed of. To reach our goal we used our packaging as a medium that spreads the real shameful facts and events.

Our campaign needed a unique design for our limited-edition packaging. For our new design, we wanted to make an exclusive newspaper which will give a very clear message about the state of being a woman in Turkey. That’s why we gathered the news on inequality and summarized them as short news texts. We printed this news so that they would look like a newspaper. Our newspaper was printed on paper that used for newspapers in a real press. Once our packaging design is printed, we wrapped Always packages with our newspapers and send them to contract stores.

• Value added to brand

After our campaign, the consumers shared our limited-edition packaging on social media and complimented the project. These positive feedbacks strengthen our image as the leading brand for women which aims them to live in better conditions.

• Value for consumer

We raised awareness about why this widely common practice is wrong. Some of the stores stated they abandoned this practice and they won’t wrap sanitary pads anymore.

• Reach/cultural impact

We started a conversation on social media platforms about period being not something shameful. On Twitter, the users explained why it is wrong to wrap sanitary pads in newspapers with dozens of tweets.

• Sales

Our limited-edition packaging was sold out in 3 days.