THE MISSING PAGE

Short List
ClientSAFORELLE
Category B11. Brand Voice & Strategic Storytelling
TitleTHE MISSING PAGE
Product/ServiceFEMALE ANATOMY AWARENESS CAMPAIGN
Entrant SERVICEPLAN FRANCE Paris, FRANCE
Idea Creation SERVICEPLAN FRANCE Paris, FRANCE
Media Placement SERVICEPLAN FRANCE Paris, FRANCE
PR SERVICEPLAN FRANCE Paris, FRANCE
Production SERVICEPLAN FRANCE Paris, FRANCE
Production 2 MUSCLE Paris, FRANCE
Additional Company TRINITY FILMS Paris, FRANCE
Credits
Name Company Position
Daniel Perez Serviceplan Chief Creative Officer
Dimitri Guerassimov Serviceplan Chief Creative Officer
Chloé Rosiaux Serviceplan Copywriter
Benjamin Chevrier Serviceplan Brand Director
Hélène Jamin Serviceplan Account Executive
Marine Moreau Serviceplan Account Executive
Julien Donez Serviceplan Assistant Copywriter
Damien Fazzolari Serviceplan Assistant Art Director
Alexander Schill Serviceplan Global Chief Creative Officer

Why is this work relevant for PR?

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. The clitoris is either absent or incorrectly or partially illustrated. In addition, most manuals do not provide an external view of the female genitalia. A question then arises: how to take care of your privacy if you don't know it?

Background

Saforelle, a brand of products and treatments for women's intimate and personal hygiene, asked the agency gave a simple brief: 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. Therefore we convinced them 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.

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. The clitoris is either absent or incorrectly or partially illustrated. In addition, most manuals do not provide an external view of the female genitalia. 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. 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)

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.

Describe the PR 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.