Let’s Move On program acknowledges that women achieve amazing things every day, and what they achieve in life has nothing to do with periods. U by Kotex® brand believes that it’s time we recognise that periods are natural, healthy and a part of life.
The advertising campaign features several high achieving Australian women including; Molly Taylor (a World Champion Rally driver), Nat Segal (an international Big Mountain Skier), and Dark Fair (an up and coming garage/rock/pop duo).
Margaret Cheung, Marketing Sector Lead (Adult & Feminine Care) at Kimberly-Clark Australia and New Zealand comments: “Our current research shows that the category is not addressing negative perceptions’ about period and giving women the confidence to be at their best. At the end of the day, women, everyday are achieving great things whether they’ve got their period or not. Unfortunately, the outdated perception when people talk about periods is still out there. We’re aiming to break through this. The role of U by Kotex® products is simply to perform, so that they can!”
The marketing program includes a high-profile sponsorship with Channel Ten’s ‘The Bachelor,’ one of the most talked about programs in 2015 amongst the U by Kotex target consumer. The feminine care brand will also be sponsoring the widely read ‘Bachie Recap’, an online blog dedicated to talking about the show.
Let’s Move On will also be heavily focused on a digital drive, targeting young women in contextually relevant environments. U by Kotex will be partnering with ‘Broadly’, a new website that creates content specifically for young women, co-creating a range of sponsored and branded videos to support the Let’s Move On message, and celebrate the achievements of young women in Australia.
Further marketing channels will help support Let’s Move On, including online video advertising, online display ads, social activity via Facebook and Instagram, and sampling via universities, in magazines and online via our brand website. The U by Kotex® brand Let’s Move On program runs from late July, please click here to view the TVC.
Molly Taylor was the first female in the Australian Motor Sports Foundation International Rising Star Program, and was also previously awarded the NSW Confederation of Australian Motorsport Young Achiever of the year award. Molly is one of the youngest female driver’s competing in the World Rally Championships.
Nat Segal has pursued a career in competitive free ride skiing and has participated in competitions worldwide on the Free ride and Freeskiing World Tours. Nat was also involved in the filming for the ‘Shades of Winter movie’ (2014), and also co-organised and participated in the Shifting Ice and Changing Tides Expedition to Greenland, for which she received a National Geographic Young Explorers grant.
Dark Fair, consisting of Ramona Moore and Ellie Dunn formed their band in 2011. They’ve supported the likes of Sleater-Kinney, Veruca Salt, They Might Be Giants and Jen Cloher. Their latest single ‘Listen Up’ was recorded with legendary producer Lindsay Gravina and received airplay on Triple J, Double J and national community radio. In February 2015, their hit song took number 1 spot of the Amrap Metro chart.