Kotex & Boity - It's Time To ChangeTheTune

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IT'S TIME TO CHANGE THE TUNE

For the women of South Africa,

by the women of South Africa.

Challenge

How do you challenge period stigmas and change the narrative around not only periods, but champion women’s progress in today’s paternalistic South Africa?

Insight

We used music, a medium that resonates with our audience, to not only challenge period misperceptions but as a springboard to creating a movement for the women of South Africa, by the women of South Africa.

RESULTS

The campaign saw 44 525 524 impressions.
18 733 327 in reach.
1850 lyric submissions.
12 million views on Tik Tok.
She Can Anthem was top 20 most played songs in South Africa at the time of its release.

Launch Piece

We started by tackling a period stigma each week for 4 weeks, engaging with our audience and creating the groundwork for our big reveal...

Ambassador Announcement

We announced our partnership with South African Hip Hop star Boity and that we would be partnering with her to create a new version of the hit song Labantwana Ama Uber.

- A song that was derogatory to women

- Creating a new anthem called the She Can Anthem

Lyric Search

Winner's Announcement

The She Can Anthem is out!

The final song was an amalgamation of powerful lyrics by Boity and our followers.

It launched in the Top 20 on Spotify and got an excellent response on social media!

But we didn't stop there...

Music Video

The music video is all female produced, with women at the head of every department in the creation of this visual piece.

TVC

We wanted the product ad and the music video to truly enable possibilities for South African women, bringing the Kotex brand promise to life.

BTS

We used the opportunity to profile our 5 female professionals; starting with Director Kit who led the all female crew - creating powerful online content pieces designed to empower women, while supporting our new product ad.