A feminine care brand was on the hunt for fresh communication ideas beyond the realm of menstruation, but was unsure how far their brand could stretch into new topics and territories.
After learning from teen girls about their lives, where they felt the most uncertain and vulnerable, and what impacted their self-esteem and confidence, the team was ready to tell their story. At the heart of it all was the power of encouragement - how young girls are getting past the barriers that act like roadblocks on their path to their dreams. The big insight around encouragement – and all that became possible with this call to action at the center – became a lightning rod for a global communication campaign.
The campaign launched by this powerful human insight, inspired by teen girls around the globe, became a way-in for the brand to build a platform that become one of the most viral campaigns in history, and placed this feminine care brand at the center of a movement encouraging girls to go after their dreams.