| Title | THE MISSING PAGE |
| Brand | SAFORELLE |
| Product/Service | FEMALE ANATOMY AWARENESS CAMPAIGN |
| Category |
B11. Brand Voice & Strategic Storytelling |
|
Entrant
|
SERVICEPLAN FRANCE Paris, FRANCE
|
|
Idea Creation
|
SERVICEPLAN FRANCE Paris, FRANCE
|
|
Media Placement
|
SERVICEPLAN FRANCE Paris, FRANCE
|
|
PR
|
SERVICEPLAN FRANCE Paris, FRANCE
|
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Production
|
SERVICEPLAN FRANCE Paris, FRANCE
|
|
Production 2
|
MUSCLE Paris, FRANCE
|
|
Additional Company
|
TRINITY FILMS Paris, FRANCE
|
Credits
| 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.