2008 Dignity! Period. Campaign

A very worthy cause caught our interest and imagination when we were asked to promote Bodyform’s brand relationship with ACTSA’s Dignity! Period. campaign – an initiative designed to provide free sanitary protection to the women of Zimbabwe. Led by a national on-pack promotion, the integrated campaign also leveraged women’s press, on-line advertising, in-store POS and national PR to generate awareness and sales. And the result? Bodyform’s rate of sale doubled, the gap between Bodyform and the UK’s No.1 brand, Always, narrowed considerably whilst Zimbabwean women were the grateful beneficiaries of 250,000 free products.