Sing through stigma.
Клиент
Kimberly-Clark
Рабочая группа
Graphic Designers: Arina Shakirova
Graphic Designers: Danil Li
Copywriter: Gauhar Kim
Copywriter: Tais Tukanova
Senior Art Director: Sanzhar Kozzhanov
Creative Group Head: Erika Romero
Creative Director: Nikita Frankovskiy
Digital Director: Ruslan Kim
Account Manager: Ramazan Auyezov
General Manager: Rustam Kunanbaev
Задача
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.