Procter & Gamble: Protecting Futures by Ms&l New York for Always

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Industry Feminine Hygiene
Media Ambient, Digital, Interactive & Mobile, Case study
Market United States
Agency Ms&l New York
Released June 2009

Awards

Cannes Lions 2009
PR - Winner

Credits & Description

Type of Entry: Sectors & Services
Category: Consumer Goods, including FMCG and household products
Title: PROTECTING FUTURES
Advertiser/Client: PROCTER & GAMBLE
Product/Service: FEMININE HYGIENE
Entrant Company: MS&L New York, USA
PR/Advertising Agency: MS&L New York, USA
2nd PR/Advertising Agency: LEO BURNETT USA Chicago, USA
Creative Credits
Name Company Position
Katie Mccue MS&L Vice President
Karen Kearns MS&L Account Supervisor
Details
Describe the campaign/entry:
From students hosting high school lock-ins to New York City Mayor Bloomberg announcing a city-wide product drive, the Always & Tampax Protecting Futures program has inspired people across the country to get involved and spread awareness about a little known issue affecting girls in sub-Saharan Africa. The feminine care category is known to be a low consumer involvement category: women simply do not form an emotional connection to their sanitary protection products; the topic of feminine protection is also one that is very infrequently covered by traditional media. UNICEF research revealed that one in ten African girls do not attend school during menstruation because of the lack of clean and private sanitation facilities in schools. This disturbing finding was used as the campaign’s platform. After assessing the category climate and extensive proprietary research, we conceptualized and led the launch of a multi-agency, holistic program for Always and Tampax called Protecting Futures – a campaign committed to raising awareness about the impact the lack of sanitary protection has on a girl’s education in developing countries. Program results include a double digit increase in product shipments, funding for improvements to African schools and communities and global expansion of the campaign.
Describe the brief from the client:
Research: • 1-5 million girls in Africa miss school during their period due to the lack of sanitary facilities and access to sanitary protection. (UNICEF, 2005; World Bank 2005) • A survey by Girl Child Network on Gender Equity and Equality in Free Primary Education in Kenya revealed that girls’ attendance and performance in school is adversely affected by lack of sanitary protection. Target: ages 16 - 28: Likely to purchase brands that support causes they believe in. Objectives: Drive awareness: • Get 100 million media impressions. • Boost beinggirl.com site visits by 15%. • Try to achieve 75,000 visits to ProtectingFutures.com • Initiate 1,500 downloads for 2008 the HERO Youth Ambassador program. Drive sales: • Increase sales by 10 percent within first six months.
Results:
We wanted to drive awareness, eventually leading to: • A New York Times exclusive that secured 115 MM impressions in 163 outlets, with online discussion reaching 19.3MM consumers on 110 Web sites and blogs. • Site visits to beinggirl.com/hero jumping by 450% during November. • Achieving 990,000 site visits to ProtectingFutures.com in the first month. • More than doubling applications for the 2008 Youth Ambassador program to over 4,100. • Protecting Futures reaching approximately 115,000 girls in 17 countries by 2009. We also remain committed to reaching 1 million girls by 2012. Secondly we wanted to develop an emotional connection with consumers: • We motivated a Colorado girl to create a Facebook group supporting the program that engaged 650 individuals. • Received 70 program inquiries from consumers inquiring about ways to help. • Mayor Bloomberg’s ‘Products of Hope’ hosted a pad donation drive in support of Protecting Futures. • Massachusetts teens established “Month for Change” and raised money in support of the program Sales: • While P&G does not release specific sales information, confidential sales reports indicate a double digit increase in product shipments.
Execution:
Campaign Announcement • We built upon an existing partnership between beinggirl.com and the UNA-USA HERO campaign to develop a larger cause platform across the entire FemCare brand portfolio. • We launched an aggressive media and influencer campaign to introduce the programme and boost WOM. • Targeted top outlets covering health, education, and philanthropic beats and leveraged the national call-to-action for 2008 HERO Youth Ambassadors for additional media interest. Youth Ambassador Program: • We announced a national search inviting students to apply to become 2008 HERO Youth Ambassadors and volunteers in Africa to work on school-based projects funded by Protecting Futures, including on-site construction, classroom teaching and recreational activities with students which contributed greatly to the girls’ education and provided much needed resources to area schools. • We reached out to local print and broadcast media about the students consumer activation. • As a direct result of ongoing PR initiatives and outreach, consumers were inspired to engage in grassroots organic support projects. • We capitalized on all consumer response inquiries by encouraging fundraising activities and engaging local media to cover consumer generated participation.
The Situation:
Many girls in sub-Saharan Africa miss up to five days of school each month because they don't have access to sanitary protection. In some cases, these girls fall so far behind in their studies, that they ultimately drop out. To help tackle this issue, Always and Tampax created the Protecting Futures program. Protecting Futures works with partner organizations to provide puberty education, sanitary protection, and sanitary facilities to help vulnerable girls stay in school. In addition, Protecting Futures, along with its partners, works to raise awareness and build advocacy for vulnerable girls' educational needs.
The Strategy:
Develop a multi-year campaign that attracts program advocates and ambassadors, engages the prime prospect, and elevates the brand’s reputation while creating an ownable platform for Always and Tampax that would serve as a sustainable vehicle for communications and outreach.

The Ambient Advert titled Procter & Gamble: Protecting Futures was done by Ms&l New York advertising agency for Always in United States. It was released in Jun 2009.