P&G Always
58033
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P&G Always

Challenge

Girls and women from low-income households in Kenya struggle to afford sanitary towels. This impacts on productivity during their period – what is termed ‘period poverty’. 

Our research showed that individuals loose up to Ksh 900 per month – which translates to over Ksh 53 billion lost to the Kenyan economy annually.

Our work

  • We developed a campaign to reduce period poverty in support of the launch of the new Always Cotton Soft.  
  • Conducted research on period poverty among low-income women.  
  • Developed messages, influencers, and media angles.  
  • Managed launch campaign with media, digital and activations.

Impact 

  • The campaign was trending on social platforms on launch day.  
  • It helped drive the media coverage and P&G sold out of stock that first week. 

Awards

  • 2019 PRSK Consumer Launch 
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