To come up with a new, fresh approach to sanitary protection, targeting a younger audience.
Tired of the long familiar 'you can do anything when you've got your period' messages, we wanted to do something we felt was a bit more fresh and honest.
We (women) often crave things (mostly chocolate we found), or feel worried, self-conscious or less outgoing during our periods.
After a bit of research, we discovered some incredible facts about why we feel the way we do, which we just had to share with our young audience.
The 'Missing' ad, with support phone number, received more than 20,000 calls in just one day, in Northern Ireland alone, highlighting the need for information by our target audience.
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