Procter & Gamble — #AlwaysAzad Campaign
A powerful digital media campaign created a stir by championing the cause of women in Pakistan. A leading sanitary pad brand came forward to support millions of girls in the country who lack access to this essential item, forcing them to miss school to avoid humiliation.
CHANNELS: YouTube, Facebook, Instagram, and TikTok.
Always observed that 60% of youth in Pakistan have a strong drive to be mobilizers for social good on digital platforms. We made them realize that millions of other girls in Pakistan aren’t able to attend school during menstruation as they use cloth which doesn’t provide adequate protection. As a result, we not only actively engaged with 3.4 million consumers but also mobilized them to change the lives of 60,000+ cloth users.