Menstrual Hygiene Day by Kotex
MHD CASE
Due to the fact that most of the Kazakh society is still committed to traditional patriarchal values, kazakh girls do not receive education about their body and hygiene, they are embarrassed to talk about it or even buy personal hygiene products. May 28th - international menstrual hygiene day and is the right time to fight against the stigma. Kotex decided to start talking about the subject of menstruation openly, loudly. On the first stage we created a music video with Heymonro artist. The song represents her personal story of facing the stigma. The video metaphorically portrayed the barriers that many Kazakh girls recognize: traditions taboo, the education system, the pressure of a patriarchal society. For the next stage, we announced and gave away to viewers branded menstrual merch which artist presented it in the music video. At the final stage, Kotex announced a collaboration with Wonder Woman – community that unites female professionals. We shot 3 mini films about women of Kazakhstan, who are not silent and fight against stereotypes in business, art and sport. Result: 9.830.100 reactions, 5.010.270 views, 2.430.700 unique views, 93% positive feedback.
Merch for Menstruation
MHD Official video case
Due to the fact that most of the Kazakh society is still committed to traditional patriarchal values, kazakh girls do not receive education about their body and hygiene, they are embarrassed to talk about it or even buy personal hygiene products. May 28th - international menstrual hygiene day and is the right time to fight against the stigma. With Kotex brand we announced the topic that is not talked about, but we decided to sing about it: we created a music video with the artist Hey Monro, who was not afraid to sing about her personal story of dealing with stigma. In music video we show actual problems that Kazakh girls face in terms of menstrual hygiene: traditions taboo, educational system and pressure of patriarchal society. As a result, the music video was seen by 1.950.000 viewers and received about 6.500 reactions, which helped to warm up the interest for the upcoming stages of the International Menstrual Hygiene Day.
Hey Monro - Jaqsy künder (MHD Official video)
