Situation:

In Mexico, menstruation is not talked about in families or schools, as it is still a taboo, which is why only 5% of children receive proper education on the theme. Due to this lack of education, almost 50% of girls in our country (approximately 10 million) miss school out of shame or fear of being bullied.

Brief:

Create a campaign to break taboos around the menstrual cycle and normalize it among younger generations.

Objectives:

Educate children about the menstrual cycle at an early age to normalize talking about this topic and break taboos.

We created V Land, a video game in which every element is thought, illustrated, and inspired by the female reproductive system, which is designed for both girls and boys to learn everything they need to know about the menstrual cycle while doing what they love most: playing video games.

We developed in Roblox an event that contains games that teach children about Pre Menstrual Syndrome (PMS), cramps, the endometrium, menstrual flow, menstrual hygiene products and the menstrual cycle in an entertaining way.

In this way, we seek to normalize periods among younger generations in Mexico, solving the problem:

Let the children feel more comfortable talking about their periods and have all the information on the theme before their first period, so that in this way shame is eliminated, they understand the menstrual process, let's help to end bulling and thus break the taboo about menstruation in Mexico.

For the brand, this game is a milestone to educate children at an early age and provide them with the necessary information about everything that has to do with the menstrual cycle and thus begin to normalize menstruation, to eliminate bulling and tell things as they are in order to break taboos so that tomorrow, in our country, it will be normal to talk about menstruation.

That is why we launched V-Land in Roblox, so that all girls in Mexico and the world can learn while they play, so thanks to a campaign in different touch points such as Facebook, Instagram, TikTok and Twich in which thanks to our posts, videos, filters, the different BTL activations as well as the live on Twich, we managed to impact a large number of girls, since the campaign was designed to reach the target in the most organic way possible. In addition, as part of the campaign we will launch a limited edition of clothing inspired by the 3 skins of the game.

The campaign started a month ago and we continue to develop and create different materials to continue encouraging children to participate, have fun and learn in V-Land.

In Mexico, menstruation is not discussed in families or schools and there are only 5 paragraphs on the theme in free textbooks. That is why only 5% of boys have adequate information about the period and many girls do not know about the theme until their first menstruation. On the other hand, this misinformation causes that almost 50% of girls do not attend school during their period because of embarrassment or fear of bullying.

In addition, in such a macho society and closed as ours, to talk about the menstrual cycle or simply talk about something as natural as menstruation is still one of the biggest taboos in our country.