Campaign details
Brand: P&GAgency: MSL UK at PG One
Challenge
This topic of period poverty first hit main stream media in the UK in 2016, with a steady stream of coverage since. Against a backdrop of various movements and campaigns calling for gender equality over the past eighteen months, the issue has gained real traction. Some retailers announced they would waive the 'tampon tax' and competitor femcare brands have been donating free product to the cause. Always wanted to go above and beyond these short term solutions and position the brand as the category leader, making a...