Change the public's view of menstrual insecurity.
Change the public's view of menstrual insecurity
To raise awareness and inform the public about the 1.7 million French women who cannot afford to buy menstrual protection, which worsens their situation of exclusion. Students, homeless, precarious, or in prison, for these marginalised women, it's a double punishment... and it's also a real risk for their health .
Make a shock campaign that can have social, societal and political repercussions.
Strong PR and social media coverage
Solution
The agency and the association "hacked" the weather programme of 9 TV channels (including 3 major national channels). The weather presenter disappeared, leaving only a sign on the screen with an unexpected message: "Our presenter will not present the weather forecast because she has her period". At the end of the weather report, a message revealed that this operation was carried out in solidarity with women suffering from menstrual precarity.
The campaign helped to win the case: the government decided to make sanitary protection free for women in precarious situations.
We increased visibility for the association Les Règles Elementaires.
"We're proud to have contributed to the government's recognition of the cause of women and menstrual precariousness through our innovative communication campaign. Such an operation is only possible thanks to an intimate collaboration between media and creation."
CEO
Mediaplus France
Key Takeaways
#1
Creation + media
=
Relevency & impact
#2
Empathy for a cause generates motivation and creativity.
#3
When things are done with sincerity, they generate impact
