Though Saudi Arabia is changing, many women feel restricted in expressing themselves freely regarding their periods.
This prompted Kotex to launch SheCon or SheConversation – a 360-degree campaign to spark dialogue on periods as a natural part of womanhood through four ‘REDefiners : Zahra Lari, the region’s first figure skater; Hatoon Kadi, Saudi’s first female comedian; Ghalia Amin, Saudi’s first plus-size model; and Leesa, Saudi’s first female rapper.
The campaign triggered strong fan growth on social channels, over 1 million views on YouTube and, most importantly, sparked conversations helping eradicate the debilitating stigma around periods.
Client: Kotex
Agency: AKQA
