BREAKING THE SILENCE

WASH UNITED, GERMANY

BREAKING THE SILENCE

Raising Awareness and Changing Negative Social Norms Around Menstruation

World’s Largest Digital Campaign on Menstrual Health and Hygiene

Client: WASH United, Germany

Scope of Work: Communication Research, Campaign and Media Strategy, Visual Identity, Campaign Collaterals, Video Assets, On-ground Implementation, Social Media Execution and Management

THE ASK

Menstrual Hygiene Day approached Kaboom to create an engaging campaign that empowers, both women and girls regarding Menstruation. The campaign sought to achieve the following objectives:

Emphasize people-centric, personal narratives to stimulate a desire for women to voice their perspective and stand up for their beliefs
To create active communities online and offline for meaningful interactions and furthering the agenda on menstrual health and hygiene
Advocacy efforts to formalise and mandate menstrual hygiene education in schools

THE SOLUTION

It was imperative to create a campaign that primarily sought to shift the existing silence, shame, stigma and ignorance to pride and support.

Therefore, our campaign consisted of positive, warm, entertaining, inspirational, and solution-oriented messaging as opposed to tear-jerking, instructional and forced content.

GIFs, animated short videos, illustrative posts with heart-warming stories and other millennial centric formats were created to stimulate our audience towards these attitude shifts.