Challenging the status quo
Fighting stigma through championing a word; Period
In the Middle East, menstruation is still considered taboo.
This prompted Kotex to launch SheConversation – a 360-degree campaign to spark dialogue on periods as a natural part of womanhood through four ‘REDefiners: Zahra Lari, the region’s first figure skater; Hatoon Kadi, Saudi’s first female comedian; Ghalia Amin, Saudi’s first plus-size model; and Leesa, Saudi’s first female rapper.
The campaign triggered strong fan growth on social channels, over 1 million views on YouTube, and, most importantly, sparked conversations helping eradicate the debilitating stigma around periods.
ROLE: Social Media Strategy & Influencer management
