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    • P&G Always
    57631
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    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.
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