Don't Look Back
Leave period anxiety behind. We got your back.
The cultural insight came from my fellow copywriter, who lives this reality as a young woman from India. Guided by it, we developed a copy-led campaign for Persil & Unilever.
Brief: Position the brand's 'Dirt is Good' platform to Gen Zs & young adults
In India, period stains are still seen as dirty and obscene today. Our campaign banks on how menstruators anxiously & constantly ask "Can you check my back?" We used the backs of our materials to say that periods are just a problem you can wash away & leave behind, and to focus on the opportunities that lie in front of them.