Break down the stereotypes


Kimberly Clark

Рабочая группа

Client: Kimberly Clark Kazakhstan
Alexey Goncharov – Senior Brand Manager on Kotex

Agency: Crea Y&R
Zhanna Burakanova – Creative Director
Rimma Fattakhova – Art Director
Lyubov Sinitsa – Copywriter
Yekaterina Goncharova – Senior Account Manager
Anastasiya Druchinina – Client Service Director
Semyon Dmitriyev – strategist

Production: West East Service
Tatyana Orlova – Producer
Yegor Lymarev – Director


Gender discrimination in the country manifests itself in all spheres of life: career, relationships, self-development and self-identification. A woman is often perceived as a mother, wife, daughter ... But not as a complete human being.
For example, not long before the launch of the Kotex campaign, an exemplary case occurred. Nazarbayev Intellectual School invited a well-known university teacher, candidate of philological sciences to give a lesson in which he expressed his opinion (direct quote): “Women should not become academicians, they should give birth to academicians. A woman’s destiny is to give birth. "
Around the same time, on behalf of the сity administration, there was a social video released saying that if a woman puts on a short skirt - she is ready to be raped.

The audience of the project is young women who often give up their own opinions in favor of those around them. It is important for the brand to convey to them the idea that if you consider yourself a person, no one has the right to dictate to you what to do, how to look and how to live. Kotex is ready to change the cultural norm in relation to women.

The brand invited popular Kazakhstani Instagram bloggers to take part in the filming of the video and perform with it on social media platforms. These are girls with different personalities and interests, but they all have an impact on the growing generation of women.
The video used catchphrases that discriminate against women. Therefore, in visual images and in the slogan, we used a metaphorical word denoting in Russian both a stereotype and a label for the thing that is on sale.

The campaign has garnered several thousand comments on Instagram with gratitude for the topic raised. And bloggers received hundreds of direct messages in which subscribers shared cases of discrimination from their lives and stories of their personal struggle for the right to be themselves.
A year after the campaign, the videos are still in bloggers accounts.