Blood sisters
Клиент
Kimberly-Clark
Рабочая группа
Graphic Designers: Danil Li
Graphic Designers: Arina Shakirova
Copywriter: Aibek Khassanov
Copywriter: Tais Tukanova
Art Director: Sanzhar Koszhanov
Art Director: Oleg Tsoy
Creative Group Head: Erika Romero
Creative Director: Nikita Frankovskiy
Digital Director: Ruslan Kim
Account Manager: Sabina Goldberg
Account Manager: Yelena Andreeva
General Manager: Rustam Kunanbaev
Задача
Problem: In Kazakhstan, the topic of menstruation is not discussed openly; it is a taboo topic even among some friends or relatives. However, open conversation helps to remove the stigma in society and create an open and supportive community.
Solution: Kotex created a card game called Blood Sisters, which allows girls to talk openly about uncomfortable topics. The game was created to overcome barriers and finally talk about the topic of the body, sex, periods and other themes that interest women but are still ‘closed«. The game was created and sent to popular influencers. They played the game on a popular podcast "Miscuzi bowl" to make it popular among girls.
Results: The Blood Sisters game went viral on social media: it was the most popular episode of the Miscusi Bowl podcast, and parts of the video were even broadcast by people on TikTok without paid promotion. 10,000,0000 impressions, 3,000,000 reach.
