P&G: Always Fights to #EndPeriodPoverty

Feminine hygiene brand Always employed an influencer campaign, backed by TV and a charity partnership, to highlight the problem of period poverty in the UK and boost sales of its pads.

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...

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