THE MISSING PAGE

TitleTHE MISSING PAGE
BrandLABORATOIRES IPRAD
Product/ServiceSAFORELLE
Category B03. Use of Print / Outdoor
Entrant SERVICEPLAN FRANCE Paris, FRANCE
Idea Creation SERVICEPLAN FRANCE Paris, FRANCE
Media Placement SERVICEPLAN FRANCE Paris, FRANCE
PR SERVICEPLAN FRANCE Paris, FRANCE
Production TRINITY FILMS Paris, FRANCE
Credits
Name Company Position
Alexander SCHILL SERVICEPLAN GERMANY Global Chief Creative Director
Daniel PEREZ SERVICEPLAN FRANCE Chief Creative Officer
Dimitri GUERASSIMOV SERVICEPLAN FRANCE Chief Creative Officer
Fabien TEICHNER SERVICEPLAN FRANCE Chief Creative Officer
Matthieu MEMBRÉ SERVICEPLAN FRANCE Creative Director
Véronique ERB SERVICEPLAN FRANCE Art Director
Chloé ROSIAUX SERVICEPLAN FRANCE Copywriter
Tram-Anh Nguyen NGUYEN SERVICEPLAN FRANCE Art Director
Julien DONEZ SERVICEPLAN FRANCE Assistant Copywriter
Damien FAZZOLARI SERVICEPLAN FRANCE Assistant Art Director
Frank WILLOCQ SERVICEPLAN FRANCE Producer

Why is this work relevant for Media?

Because The Missing Page has been distributed through French youth press but also in the streets directly to our teenagers’ target thanks to a huge street marketing campaign. it constitutes a great candidate for a Media / use of print / outdoor Lion.

Background

Saforelle, a brand of products and treatments for women's intimate and personal hygiene, asked the agency to help them increasing their reputation, and the brief was simple: please create an activation for International Women's Day which is happening on 8th March 2019. Then, our objective was to transform a simple activation into a global campaign that could be a game changer for our client.

Describe the creative idea / insights (30% of vote)

Still in France, in 2019, contrary to men's sex anatomy, no single Biology & Science schoolbook totally represent female genitals. The clitoris is either absent or incorrectly or partially illustrated. In addition, most manuals do not provide an external view of the female genitalia. Since none Science & Biology schoolbook completely represents the female anatomy, the agency created The Missing Page. Unlike all French schoolbooks, The Missing Page fully represents female sex anatomy including clitoris’ complete anatomy, it’s role in sexuality and the vulva’s detailed external view. Thanks to it’s adhesive system, teenagers can paste The Missing Page in their schoolbooks in order to learn correct women anatomy.

Describe the strategy (20% of vote)

We have decided to go on a committed campaign that could help French society become more inclusive and equal. Acknowledging that none Science & Biology schoolbook completely represents the female anatomy, we have raised this issue : How to take care of your privacy if you don't know it? Therefore we convinced Saforelle to go on a committed campaign that could help French society become more inclusive and equal. Following this advice, Saforelle has decided to reduce inequalities in sex education. Logically, we targeted young girls in the process of discovering their body and sexual potential. This is how we created "The Missing Page".

Describe the execution (20% of vote)

The Missing Page was launched both offline and online: - Offline, The Missing Page has been published in French youth press, and distributed through a street marketing campaign to teenagers in major French cities. - Online, with a digital film in which mothers and their 16-year-old daughters participated in an educational experience: confronted with a female gender pattern without any legend and to be completed, the majority of them hesitate, make mistakes while also sharing moments of complicity. This online video was shortcut and broadcast through a preroll campaign that directed to the website where teenagers, teachers or any person who wish to get The Missing Page could order or download it. Thousands of "Missing Page" which could be stuck over any incorrect page in science manuals were finally printed and distributed.

List the results (30% of vote)

Thanks to the film of the operation, the example of France opens the discussion on the knowledge of women's intimacy in each country, especially on social networks. Saforelle thus offers all women an educational and useful initiative, in line with its commitment to a better understanding of their intimacy. - 150 K Missing Pages have found their place in schoolbooks. - 1 M social media interactions - 200 K earned media impressions