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 and it was time to take action to address it.

Inspiration

The usual approach for brands was to estimate donations and engage in projects as if menstrual poverty was a problem aside from others.

The way brands talked about it was to address poverty and lack of access.

What SEMPRE LIVRE® did was elevate the conversation to focus on concrete solutions.

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 raising awareness of poverty, it was time to 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 collaborated to provide information about this basic right in places that people don’t usually didn't 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 introduced 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 have been ignored by society.

Growth

We changed the reality for millions of people and expanded the debate about menstrual dignity, transformations that 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