MANPONS
In today’s society, women still feel uncomfortable talking about their periods around men. However, both women and men only exist because of a woman’s ability to menstruate. So why should women feel like periods are “secret women's business”? What better a way to get people talking, then to partner with the OCRF and help fight stigma whilst fighting ovarian cancer.
INSIGHT
Women won’t feel comfortable about their periods around men, until men show them there is nothing to be ashamed about.
IDEA
Let’s remove the taboo around tampons, and challenge men to buy a pack of tampons for a woman in their lives.
Pre-Awareness
We'd start with some adshels with messaging designed to get people thinking. We'd support this with ad placements in Men's Heath and GQ.
Instore
We'd disrupt the category and put the conversation front and centre, taking out real-estate in the mens grooming section of Coles and Woolies.
Amplify
Karl Stefanovic would be a spokesperson for Manpons, launching the campaign on the Today show. He'd challenge his fellow men to post a photo of themselves holding a pack of tampons on social media using the hashtag #manenough, showing the women of Australia that they're cool with tampons, whilst also raising awareness of Ovarian Cancer.
