‘That time of the month’ is one of its politer descriptions, but the onset of a woman’s period has neverbeen something for them to get excited about. Attempting to reverse this trend, Singapore-based hygiene brand, Whisper,
decided to try and improve women’s perception of their own menstrual cycle and in doing so build brand affinity.
Research conducted by global communications company, MS&L Singapore showed that only 22% of women were able to correctly identify the various stages of their own menstrual cycle. Not only was there a lack of understanding about the biological goings-on, a woman’s period was also seen as something of a taboo subject in Singapore.
To increase awareness, Whisper built a dedicated website, ‘Happy It’s Here’, that identified the various stages of the menstrual cycle and provides helpful tips and ideas of activities and exercises, such as kickboxing, that women can perform to help relieve their pent-up frustration. Visitors to the site are directed to aFacebook group where they can discuss why they are happy about the onset of their period as well as offer a sympathetic shoulder and encouragement to others.
The group currently has over 4074 members and is growing daily. Aiming to improve women’s perception of their periods is an ambitious campaign objective but if Whisper can pull it off, the public perception of its own brand will improve dramatically.
The Whisper “happy it’s here!” initiative aims to help young women embrace their womanhood by sharing the many positive secrets of the menstrual cycle and encouraging open conversations around it within a community of like-minded women.
Whisper is dedicated to creating happier periods for women. As the first to bring new and innovative feminine care products such as Ultrathin products and pads with wings, Whisper continues to play an integral part in the lives of women in Singapore and around the world.
Website:http://www.happyitshere.com.sg
Images above are from Happy it's here media and blogger reception
BRAND: Whisper
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