Tampax

Think Outside The Box

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BRIEF

Your first time trying tampons is scary. I was briefed to tackle the fear and misinformation head on, reassuring people new to tampons that they can fit comfortably in their lives.

 

INSIGHT

I surveyed the Tyla audience (part of LADbible Group) and found 59% struggled to get their head around using tampons the first time they opened a box – despite the enclosed instructions. 39% admitted to not even reading the instructions at all. And of those that did, only 3% found them reassuring.

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IDEA

Which got me thinking – tampon instructions were more like a flat pack furniture manual than a friendly guide. What if they weren’t written by medical copywriters, but by people our audience could actually relate to?

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I was asked to deliver a small branded content campaign and flipped it into fundamentally evolving a P&G product – transforming Tampax instructions from science textbook to helpful comic strip young people would actually want to read.

 

We created video content mapping their creation, with the relatable Scarlett Moffatt as the face of our campaign and illustrator Asa Ariyoshi bringing the new instructions to life.​

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OUTPUT

Social, product

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AWARDS

Listed here.

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Creative: Eveline Johnson

Strategy: Eveline Johnson

Director: Eveline Johnson

Creative Director: Ollie Williams

Creative Producer: Charlotte Morrin