P&G + Always — Integrated Campaign
Utilize social media to help young women embrace the taboo of having a period by humorously unfiltering the topic, and show how dealing with a period is empowering rather than embarrassing.

reducing embarrassment with redesigned packaging.

New packaging highlights pad absorbency rather than showcasing the brand itself through a sleek new labeling system which introduces an animal figure for each tier of absorbency.

The style of the campaign is light, young, and feminine to attract trendy teenage women and welcome them to the new brand experience.

interactive pad dispensers

placed in high school and mall bathrooms to help young women deal with an unexpected period.

86% of American women have started their period unexpectedly in public without the supplies they needed. They report feeling panicked, embarrassed, and stressed.

continuing the conversation

After receiving their pad, young women will be introduced to the new language of periods; opening the conversation between teens and the brand in a relatable but educational fashion through our microsite. The content on the mobile site will be tailored to the absorbency of the pad that was dispensed to her. The site is designed with SnapChat sensibility for easy user-experience.

snapchat invisible filter

Surprises users with an invisible filter, only using sounds to match the selected animals. This intrigues users to playfully post about “dealing with things” & contribute to the #DealtWith live story.

discover channel

Continuing the campaign by providing more fun, relatable & educational content about periods to the public. This method breaks taboos and opening conversations for all genders to learn.

team unfiltered

Our campaign was chosen as the winner of the CLC Design Challenge in collaboration with P&G and Always. Our team took this challenge on with the user as a priority and made sure we had fun in the process.

AD / Faten Al-Mukhtar, Alex Gunderson
Illustrator / Blakeley Knox
Graphic Design / Michelle Compton
P&G CLC Design Challenge Winner