Think Outside The Box
Tampons can come with a string of worries for those new to them. Tackle these fears head on and reassure young people that tampons can fit comfortably in their lives.
59% of our audience struggled to get their head round using tampons the first time they opened a box – despite the enclosed instructions. 39% admitted to not even reading the instructions at all. And of those that did, only 3% found them reassuring.
The instructions that come inside the tampon box are like a flat pack furniture guide. Not very comforting or inspiring for someone looking at it for the first time! What if they weren’t written by a medical copywriter, but by people our audience could actually relate to?
I was asked to deliver a small branded content campaign and flipped it into fundamentally evolving a P&G product – transforming Tampax instructions from science textbook into more a helpful comic strip that young people will actually want to read. We created video content mapping their creation, with the relatable Scarlett Moffatt as the face of our campaign and illustrator Asa Ariyoshi bringing the new instructions to life.
Best Use of Insight - Campaign Media Awards, 2022
Branded Content, Online & Socials - Campaign Media Awards, 2022
Healthcare (Highly Commended) - Campaign Media Awards, 2022
Best Use of Social - Digiday Marketing & Advertising Awards Europe, 2022
The Creative Use of Media Award (Bronze) - Festival of Media Global Awards, 2022
Episode 1 - the research behind the new instructions:
Episode 2 - the making of the new instructions:
Episode 3 - the reveal:
Our audience loved it...
An all-female crew directed by me!
Creative: Eveline Johnson
Director: Eveline Johnson
Creative Director: Ollie Williams
Creative Producer: Charlotte Morrin
Strategy: Eveline Johnson
Producers: Emily Duffield, Joanna Gutscher
Account Directors: Laura Meares, Hannah Kendall
Account Manager: Helen McManamon
DOP: Tansy Simpson
1st AD: Elle Lotherington
Runner: Rosie Percival
Talent: Scarlett Moffatt, Asa Ariyoshi, Dr Brooke Vandermolen
Edit, Design & Animation: Benedicte Berg, Patrick D'Arcy, Roberto Sommella, Lexi Lewis, Nikki Chadwick, Mischa Murray-King