Challenge

In a continental country like Brazil, it’s hard to accept a difficult reality: 11 million people don’t have access to basic hygiene items like sanitary pads. They don’t even have the basic structures to deal with these moments when they happen, like clean bathrooms in schools and communities.

It can be shocking to learn that people use bread and newspapers as alternatives to stanch menstruation fluid.

It’s called menstrual poverty.

It was time to take action to end this reality.

Inspiration

To help change this situation, brands usually estimate donations and engage in specific projects, as if menstrual poverty was a problem aside from others.

Besides, the speech that brands tend to use is often problem reinforcement about poverty and lack of access.

What SEMPRE LIVRE® did is elevate the conversation and focus on solutions and creating an awareness wave.

Instead of rue a tough reality, it was time to propose a future filled with hope. Instead of talking about the problem, it was time for a solution. Instead of just generating visibility of poverty, show how menstrual dignity should be a right for every person who menstruates.

Idea

Collaborating with Bivolt, a star Brazilian rapper, SEMPRE LIVRE®, CAREFREE® and UNICEF came together to provide information about this basic right in places that people don’t usually hear about it – in suburbs and communities throughout Brazil.

We created the first rap music that speaks openly about menstrual dignity.

For the campaign, we launched projects that involved donations, classes about the theme and workshops with Brazilian students. We also had the Cine Sangue Project, which brought the music video inside classrooms to generate discussion and raise awareness of menstrual dignity.

We also created the Mapa da Liberdade (Freedom Map), an online platform and partnership between SEMPRE LIVRE® and NGOs from across Brazil to join the menstrual dignity cause.

For the campaign, we included trans men that menstruate but are completely ignored by society in this category.

Growth

We changed the reality of millions of people and expanded the debate about menstrual dignity. These transformations greatly impacted the potency of SEMPRE LIVRE® and CAREFREE® brands

SEMPRE LIVRE® continues to be the highest Brand Power in the category at 21, followed by Always at 19.7 and Intimus at 19.5

SEMPRE LIVRE® continues to increase in differentiation, gaining 7 points in Brand Power from 133 in 2018 to 140 in 2022

The music video #DignidadePraFluir reached 15.2M people with a view rate of 56%

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Awards

2022 Cannes Lions

2022 Cannes Lions

Health & Wellness


Bronze

2022 Clio Health

2022 Clio Health

Audio - Streaming/Downloadable Content


Silver

2022 One Show

2022 One Show

Music & Sound Craft


Merit

2022 One Show

2022 One Show

Health & Wellness


Shortlist

2022 One Show

2022 One Show

Branded Entertainment


Shortlist

2022 One Show

2022 One Show

Music & Sound Craft


Shortlist