THE MISSING PAGE

Short List
ClientLABORATOIRES IPRAD
Category B01. Corporate Image, Communication & Reputation Management
TitleTHE MISSING PAGE
Product/ServiceSAFORELLE
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 PR?

The #MeToo movement has been a starter for the enlightenment of inequalities women have to face in France: lowest wages, sexual violences, domestic tasks, political presence… .Since then, women's voice start to be heard and French people start to understand how the patriarchy is deeply ingrained in our society. Driven by a very supportive media context of growing equality between men and women and a more inclusive society, our campaign received extensive media coverage which gave great resonance to the brand's positioning alongside women.

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 (20% 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 PR strategy (30% of vote)

Insight : 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. Key message : A question then arises: how to take care of your privacy if you don't know it? Since none Science & Biology schoolbook completely represents the female anatomy, the agency created The Missing Page. Target : Dedicated to teenagers, the Missing Page - unlike all French schoolbooks - fully represents female sex anatomy including clitoris’ complete anatomy, it’s role in sexuality and the vulva’s detailed external view.

Describe the PR execution (20% of vote)

To promote our Missing Page, we first identified many influencers especially committed to the cause of women's position in society. In a post #metoo context, many of them want to be heard and express their opinions via social networks. We also conducted a major traditional press relations campaign with key media outlets. In particular, we targeted prime-time news programmes and talk shows that cover the major social issues of our time, but also major feminine magazines have relayed our operation. Finally, we went out on the street, distributed our Missing Page to the young girls who might be concerned and made our approach known to a wide audience.

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