When I was assigned the task of transforming the perceived value of a sustainable product through a multi-modal advertising campaign, I challenged myself to ‘recode’ reusable sanitary pads as the fashionable, grown up alternative to disposable pads. I was drawn to this topic as I saw the assignment as a real opportunity to demonstrate the positive power of design.
To persuade women to make the switch to Moon Pads I knew I had to convince them that they are more comfortable, that they are fashionable and thus something to hold some level of attachment to, and that washing them is just facing a fact of life, and not gross after all.
I addressed the comfort factor in the informational booklet and the ‘Feel Like a Woman, Not Like a Toddler’ campaign by comparing disposable pads to nappies and contrasting them with women’s underwear to elicit a tactile comparison.
To align them with fashion was the biggest task and thus my primary focus. I mocked up my own designs for Moon Pads to make them more fashionable, and created compositions with items of a styled outfit with a Moon Pad on top that complements the look in order to position them as a valuable accessory.
To get the word out about Moon Pads, a partnership would be made with leading women's fashion brands, so that the informational booklet could be disseminated with every purchase of their products. This further aligns Moon Pads with fashion.
I conceptualised the ‘What’s Life Without a Little Colour?’ secondary campaign as a way to show off the fashionable designs you can only get with Moon Pads, as well as normalising bleeding and reusing pads. By successfully aligning Moon Pads with fashion and helping to normalise periods by being upfront and unashamed, the ick factor should, at least eventually, be avoided.
