P&G Always

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 Solution

• 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.

The 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.