2017 Glass: The Award for Change

BOYS REACT TO TAMPONS

ClientNETT
Category A01. Glass
TitleBOYS REACT TO TAMPONS
Product/ServiceHYGIENE
Entrant ISOBAR Courbevoie, FRANCE
Idea Creation ISOBAR Courbevoie, FRANCE
Production ISOBAR Courbevoie, FRANCE
Credits
Name Company Position
BADINAND Marc Isobar Creative Group Head
Elzear DE TRENTINIAN isobar Creative Group Head
Chloé Egger isobar Copywriter
Alexia Yver isobar Art Director

Creative Execution

Launching the video on Facebook & Youtube.

3 307 268 views on Youtube and Facebook with only 45k of media investment. 49 639 interactions 16 225 comments of which 99% were positives And a snapchat account that teenage girls are still using to ask their most personal questions about periods and tampons.

The strategy was to start a conversation with a young female audience (13-17 years old) and give them more freedom to talk about their first periods: a taboo subject where the lack of information can be harmful. The goal was to downplay the lack of knowledge and to bypass teenage girls’ embarrassment by giving them a voice. We were showing them that other people can be even more ignorant and that an important subject can be discussed lightly. So, the creative idea was to engage those who know even less about tampons: boys.