The stigma and embarrassment attached to women's periods causes big problems worldwide – for example, one in ten girls in Africa miss school when menstruating. As a girls' rights focused charity, our goal was to create a social media led engagement campaign, that not only raised awareness of this problem, challenge harmful attitudes around menstruation, and got the UK public talking about an issue they will often shy away from.
Primary objective: create awareness and social media engagement about the issue and Plan International UK's work
Secondary objective: generate donations to support our menstruation related work in Uganda
The #JustaTampon campaign ran for just one week, with the biggest burst of activity occurring within the first three days. We asked the public to take a selfie with a tampon, post it on their social media accounts and text to donate £3 to our menstruation-related projects in Uganda that provides sanitary products and education to girls. This mechanic was witty, simple and shareable, but also had a serious message behind it.
Celebrities and VIPs were approached to generate awareness and help improve reach of the campaign. Channel 4 news anchor, Jon Snow, who has 1.09m followers on Twitter, kicked off the campaign by posting a selfie on Twitter, linking to the website landing page. Other celebrities then followed including comedian Kathy Lette and comedian Jenny Éclair. Frieda Pinto was also interviewed about the struggles girls face during their period.
Vloggers were also approached ahead of the campaign. Riyadh K, who has over 200,000 subscribers, and Rosianna Halse Rojas who has over 47,000 subscribers, vlogged about the campaign and the issue.
As the campaign picked up on social media, news media outlets were also approached to pick up on the trend. Success in each space was used to drive further success in another; as more people took part, more media picked it up, driving more people to get involved.
Plan International UK and V. Point news disseminated content that linked back to the website landing page asking people to take action. Content included:
Apart from the myths infographic, all the content was created in house.
The total budget for the campaign was £0
Within the first three days from the 8 June to the 10 June, we received:
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