Red dragon’s power
Клиент
Kotex
Рабочая группа
Copywriter: Tais Tukanova
Copywriter: Aibek Khassanov
Art Director: Oleg Tsoy
Art Director: Semyon Mishchinenko
Designer: Assylzat Ratbek
Designer: Arina Shakirova
Designer; Danil Li
Creative Group Head: Erika Romero
Creative Director: Nikita Frankovskiy
Digital Director: Ruslan Kim
Account Manager: Sabina Goldberg
Account Manager: Saima Djakhangirova
Account Manager: Olzhas Shakhabayev
General Manager: Rustam Kunanbaev
Задача
Problem:
In Kyrgyzystan talking about periods in families is considered dirty or embarrassing. The start of menstruation coincides with the age of puberty (11-13 yers old). Young girls feel intense shame and insecurity about their bodies and perceive menstruation as something bad, reinforcing the stigma. The brand has very limited possibilities of communication with target audience of this age group.
Solution:
Kotex in collaboration with local illustrators created first kyrgyz manga about menstruation. This is an alternative history of the emergence of menstruation, in which we showed images of local strong girls and gave menstruation an important, magical meaning.
The manga should inspire girls to be proud of their bodies.
The manga was printed offline and appeared in a digital format convenient for reading. Manga was published in SMM and was send to the popular activist and bloggers.
Results:
Manga got 7 200 000 views and 913 000 reach. People asked manga to get published on popular manga source mangalib – the biggest portal for online manga in russian language. It got accreditation and was published there. Kazakh national library was interested in the project and asked releases of Manga to add to their collection.
