Always wants to help young women embrace the taboo
of having a period by humorously un-filtering the topic.
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Our strategy is to utilize social media to show how dealing with a period is empowering rather than embarrassing.
Reducing embarrassment with more subtly designed packaging
We started by redesigning the packaging to highlight pad absorbency rather than the brand itself through a
sleek, new labeling system, which introduces an animal figure for each tier. We also realized that most girls felt
embarrassed standing at the checkout with the garish packaging or telling their parents which tier they needed.
We placed interactive pad dispensers in high school bathrooms & malls to help young women deal with an unexpected period.
86% of American women have started their period unexpectedly in public without the supplies they needed. They report feeling panicked, embarrassed, and stressed.
Continuing the Conversation
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After receiving their pad we plan to introduce young women to the new language of periods and open
the conversation between the brand and them in a relatable but educational fashion through our microsite.
The content on the homepage and site will be tailored to the absorbency pad type that was dispensed to her.
The site is designed with a Snapchat sensibility for easy user-experience.
Snapchat Invisible Filter
Surprising users with an invisible filter, only using sounds to match our selected animals.
This will intrigue users to playfully post about “dealing with things” & contribute to the #DealtWith live story.
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P&G + SCAD CLC Design Challenge Winner
L A C O S T E W I N T E R 2 0 1 6
