Description

Problem:
The topic of menstruation is taboo in traditional Kazakh families: parents do not tell girls about menstruation. Because of this, when they encounter blood for the first time, they are very afraid of illness or even death.


Solution:
Talk about first period and start sharing real stories by breaking the taboo. Kotex created a new ugc smm project – «period stories". An influencer shared her own story of her first period, and we compiled her story into an animated cartoon. People started sharing their stories in comments section, and we continued release animated stories about their first period experience.
The cartoon series clearly showed how differently periods go and how important it is to talk about it from an early age.



Results:
The "Period Stories" project has collected over 100 real stories about the first menstruation, 684,000 views and 532,000 reach.
In social media accounts, subscribers raised the issue of discussing menstruation with their sisters or daughters.

Credits

Copywriter: Tais Tukanova
Art Director: Oleg Tsoy
Art Director: Sanzhar Koszhanov
Designer: Danil Li
Creative Group Head: Erika Romero
Creative Director: Nikita Frankovskiy
Digital Director: Ruslan Kim
Account Manager: Sabina Goldberg
Account Manager: Yelena Andreeva
Account Manager: Olzhas Shakhabayev
General Manager: Rustam Kunanbaev