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.
RAP VIDEO DEVELOPED TO ENGAGE AUDIENCES DIGITALLY
INSPIRATIONAL STORIES TO STIMULATE THE TARGET AUDIENCE
CAMPAIGN COLLATERALS
ON GROUND
-
Creating a network of NGOs and CBOs
-
Toolkits for NGO partners
-
Inclusive design to encourage participation
-
On-ground content to be amplified on social media
CAMPAIGN COLLATERALS
-
Polls
-
Articles
-
Collaborations
-
Creatives
PARTNERSHIPS
-
Stories
-
Instagram Live
-
Pro bono influencer collaboration
-
User generated content
A GLIMPSE AT ACTIVE SOCIAL MEDIA CHANNELS
CAMPAIGN COLLATERALS - ILLUSTRATION LED
CAMPAIGN COLLATERALS - IMAGE LED
ON-GROUND COLLATERALS TO INVOLVE KEY STAKEHOLDERS WITH THE PROGRAMME
OUR IMPACT
REACH
Our campaign reached over
13 MILLION
ACTIVE COMMUNITY
Established a space for engagement through the hashtag #NoMoreLimits and generated over
5380 CONVERSATIONS
CALL TO ACTION
We created a petition to formalise education on menstrual hygiene in schools which was signed by
34,000 PEOPLE
VIEWERSHIP
We recorded
54 MILLION IMPRESSIONS
Additionally, the music video featuring
DeeMC which received views over
1.9 MILLION
EMPOWERING VOICES
Received and subsequently disseminated
75+ PERSONAL,
CREATOR-DRIVEN STORIES
PARTNERSHIP
We built a network of
36 ORAGANISATIONS
They conducted over 200 events across the country