In an innovative initiative to address the misinformation and myths about menstruation, Kotex, the renowned menstrual hygiene brand, has teamed up with global marketing agency, Ogilvy. Together, they’ve rolled out an edutainment platform named “Period Planet“, a dynamic, web-based gaming experience, aimed at normalising and educating about female menstruation.
Kotex is driven by its mission to ensure periods never hinder a woman’s progress. Hence, it envisioned a scalable, economical, and enduring platform to interact with diverse audiences. This vision manifested into a fruitful collaboration with Ogilvy for comprehensive development of the project. From problem identification to strategising a brief, from sketching the player’s journey to building it with North Kingdom’s expertise, every facet was meticulously handled.
The platform features an immersive game, where players transform the Period Planet from a desolate landscape overrun with myths and misinformation into a vibrant, well-informed world. The game advances with informative content about puberty, reproductive health, and period management. On completing the game levels, players are rewarded with a personalized game avatar, complimentary period products, and a period tracker tool to help manage their cycle.
Presently, the campaign is making waves across Australia and anticipates expansion in other APAC regions throughout the year.
Aparna Dubey, APAC sector lead adult and feminine care, expresses her concern, “In the present time, girls still grapple with periods due to lack of knowledge and preparation. Menstrual health education is an indispensable tool to aid girls during puberty.” She further added that the paradigm shift in online learning prompted by the pandemic inspired the creation of this inclusive, gamified experience for digital natives.
Sarah-Leith Izzard, regional executive creative director for Ogilvy Asia, emphasises the importance of crafting a captivating narrative for player immersion. “The game, developed on WebGI, is accessible on any device, regardless of internet speed. Furthermore, the language and avatar design are gender-neutral to include boys in the learning journey,” she explains.
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Katryna Mojica, president of Ogilvy Hong Kong and regional account lead for Kotex, takes pride in their boundary-less creativity and innovation. She mentions, “Our work exhibits the best utilization of global talent, which has been pivotal in delivering world-class solutions for our clients. Our goal is to inspire and make a profound impact through our partnerships and projects.”
This article is based on Marketing Interactive’s news.
