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.


Social, online


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

Case film:

Episode 1 - the research behind the new instructions:

Episode 2 - the making of the new instructions:

Episode 3 - the reveal:


Our audience loved it...

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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