The Always #LikeAGirl campaign reclaimed the insult by showing what it truly means to do anything, "like a girl." The campaign originated in a series of videos featuring young girls being asked to do various things "like a girl." The campaign aimed to reverse the damage that can be done to a young girl's self-esteem during puberty. The campaign was pushed heavily via television and online advertisements, as well as on Always' social media sites. U by Kotex hopes to promote #KnowUrBody in a similar way, using the power of the brand amongst its female base to gain initial attention and create trending posts. #KnowUrBody differs from #LikeAGirl in that it focuses more on educating young girls about puberty, in order to prevent puberty from getting in the way of living their lives. It also hopes to end the stigma around periods by encouraging women to hold open discourse about it, instead of being ashamed of their bodies.
#TheHomelessPeriod campaign originated in Great Britain when three interns at an advertising company decided to increase awareness about homeless women's access to sanitary products. They created a video interviewing Patricia, a woman who struggled living on the streets and managing her period. This grassroots campaign created a petition calling for 100,000 signatures to bring free pads and tampons to homeless shelters in England. As the campaign gained traction people began to create their own pad and tampon drives in cities across the world. While #KnowUrBody does not necessarily apply to homeless shelters, and it would not be economically feasible for the Kotex company to provide several homeless shelters with free products, it shares the common goal of de-stigmatizing periods and bringing menstruation into the public discourse. Like #TheHomelessPeriod campaign, #KnowUrBody will result in direct action when U by Kotex representatives travel to different drug stores around the country.
If Men Had Periods
Started by WaterAidUK, a charity dedicated to increasing communities' access to safe water, toilets, and sanitary products, the #IfMenHadPeriods campaign was started to show what menstruation would look like if it was a "women's issue." The campaign consisted of three short commercial advertisements, making light of what periods would be seen as if it were something men experienced. The campaign shared the similar goal of #KnowUrBody by drawing attention to menstruation and attempting to decrease the stigmas around periods. #KnowUrBody will not employ humor like this campaign did, and instead will focus more on providing education to girls so they can feel strong and confident in their bodies.
- The campaign will begin on the first day of May, and end on Menstrual Hygiene Day (May 28) when U by Kotex representatives will travel to 10 drug stores in low-income communities across the country and hand out free menstrual care products and information pamphlets related to female health.
- Engage the Twitter and Instagram following of the U by Kotex accounts by tweeting at least 3 times a day with the hashtag #KnowUrBody. Tweets will contain helpful tips, body-positive motivation, or interesting and informative articles about female health, often directing followers to the U by Kotex website which has a blog full of Q&A style information.
- Post on Instagram at least once a day. Instagram posts will be longer, and primarily focus on sharing the personal stories of women to create more discourse around menstruation and the female body. Instagram will also host #MenstruationMonday where the account will post a photo of a coupon code for buy one get one free Kotex tampons and pads.
- Solicit personal stories via Twitter and Instagram direct messages of different women's experiences with their bodies either during puberty or currently in relation to their menstruation. These will be posted on the Instagram account once a day in order to show girls that what they are experiencing is normal.
- Start a Snapchat account for U by Kotex, allowing Kotex brand employees to post their daily period struggles to the U by Kotex Snapchat story and promote the #KnowUrBody campaign.
- Because it will be new a creation, the Snapchat will need to be promoted heavily on the Twitter and Instagram. U by Kotex will tweet, sharing the Snapchat code at least once a day. The Snapchat code will also be posted to Instagram frequently.
- Use celebrities like SZA and Zendaya to promote the #KnowUrBody campaign on Snapchat, by hosting two "takeover" days, where SZA and Zendaya each have complete control over the U by Kotex Snapchat for a full day, leading up to the May 28 event. These women show what it means to be strong and are popular among the target audience.