Title	THE MENSTRUAL CUP CUP
Brand	YENNENGA PROGRESS
Product/Service	NGO / CHARITY
Category	B04. Charities, Public Health, Safety & Awareness Messages
PR Agency	PRIME Stockholm, SWEDEN
Production Company	NORDQVIST DESIGN Stockholm, SWEDEN
Entrant Company	PRIME Stockholm, SWEDEN

Name	Company	Position
Stina Berge	Yennenga Progress	General Secretary
Minna Ljunggren	Yennenga Progress	Member of the Board
Helena Aru	Prime - A Weber Shandwick Company	Project Manager
Isak Landaboure	Prime - A Weber Shandwick Company	Creative
Devi Brunson	Prime - A Weber Shandwick Company	Creative
Björn Nordqvist	Nordqvist Design	Web Developer

The Campaign

Girls in Burkina Faso miss school due to menstruation. Hygiene products are scarce and expensive. Litttle-known Swedish NGO Yennenga Progress distributes menstrual cups to them. For Mother's Day, Swedes could join the mission through a new product: Buy a Menstrual Cup Cup - Give a menstrual cup! Key opinion leaders spread the news, sales exceeded goals with 500% and more than 327 000, a number equalling 40% of Swedish women age 18-30, now know how to support girls' rights to education. Why PR-appropriate: Innovation: Creating a unique product. Context-driven: Taps into traditional "fika"-culture (having a chat over coffee/tea). Mother's Day launch taps into media logic. Digital native-tailored: Idea/execution was specifically created/implemented with a strategy based on the target group's digital behaviour. PR-craft: Idea/implementation showcases a multifaceted use of PR from PR-product to press release to social media techniques. Breaks the mold: Uses humor to break the ice and communicate a serious issue, thus standing out from the crowd. Word-of-mouth factor: News of the Menstrual Cup Cup spread by itself digitally through key opinion leaders even before all key opinion leaders were contacted. Product/service development: Combines sales with communication. Long term: Since a cup is used frequently, the idea functions as a constant reminder/instant conversation starter about the issue. Win-win-win-win: Gives something to the cause, gives the buyer something in return, gives awareness/good reputation around Yennenga Progress and gives the receiver of the Menstrual Cup Cup a sense of doing something good as well. No media spend: PR in its purest form.

The Brief

-Raise awareness in the target group around issue. -Engage the target group in Yennenga Progress' work. -Sell 200 product units.

Execution

IDEA Introducing: "The Menstrual Cup Cup"! An ethically produced porcelain cup with the word "MENS" on it. Buy a Menstrual Cup Cup - Give a menstrual cup! (Mens/Menskopp in Swedish=Menstruation/Menstruation cup. Menskoppkoppen=The Menstrual Cup Cup) CAMPAIGN STEPS 1. Produce cup ethically. 2. Open free Tictail-shop. 3. Engage superblogger Sandra Beijer to take pro bono press images. 4. Reach out to target group's opinion leaders in equality issues/lifestyle on digital arena the days before Mother's Day for social media ripple effect. 5. Further engage via rapid response/own channels. 6. Order new cups when first batch sold out. (Not part of original plan, the cups sold out in 24 hours.) 7. Close shop after a week. 8. Send Menstrual Cup Cups to those who ordered them in special packaging with letter. 8. Send real menstrual cups to Burkina Faso.

-Awareness: Over 327 000 reached. (A number equal to 40% of women age 18-30 reached. 327 000 of 815 046.) -Engagement: Opinion leaders in equality/women's health/CSR/lifestyle/fashion/entertainment spread news online rendering thousands of shares, likes and over 90% positive comments. The Menstrual Cup Cup also sparked creativity in the target group, where teachers recommended the cup as a tool in their teaching, as a spring graduation gift and others recommended it to be used to say cheers with on Sweden's national holiday on June 6th. -Sales: First cup batch sold out in 24 hrs. Sales goals exceeded with 500% during campaign period (1 week). Also, men bought the cup! -Due to popular demand, Yennenga Progress receives mails daily requesting to open up shop again, The Menstrual Cup Cup will be sold once more, is now part of Yennenga's key donation strategy and will be reactivated for Father's Day.

The Strategy

-Target digitally active audience = young women age 18-30. -The target group had little or no relationship with Yennenga Progess previously. -Tap into local context = "Fika"-culture - having a chat over a cup of something. Swedes are #2 coffee drinkers globally. -Create win-win situation = Launch physical product to combine buying and supporting. -Dare stand out = Use humour to address a serious issue. -Launch in relevant time-frame = Mother's Day.