In Brazil, not only menstruation and fluids are a cultural taboo but menstrual dignity is a privilege that millions of Brazilians don't have access to. But let's be honest: menstruation is part of healthcare. For Johnson&Johnson, health should never be a taboo or a privilege.

We set out to change this scenario. It was time to act as a leader and transform culture, naturalizing menstruation - something that the category has never been able to do in Brazil.

That's why Johnson&Johnson brought together Sempre Livre and Carefree in a single platform to fight taboos not only on the five days of menstruation, but throughout the entire menstrual cycle since Sempre Livre is a pad to be used in the 5 days of period and Carefree is daily liner to be used on other days of the month for fluids such as sweat and discharge.

From a positioning perspective, the category has always focused on overcoming menstruation. It was time to bring a real speech and talk about the importance of naturalizing ALL fluids, not overcoming them and much less forgetting they exist. It was time to let the truth flow.

So, if the category spoke of overcoming your period, we would speak of naturalizing it. If society was silent, we would start dialogues. If the category codes were only female, we would extend them to all people who menstruate. If the reality was about menstrual poverty, we would raise the debate about dignity.

#LetItFlow transformed the culture in 03 acts:

1. Proprietary narrative

To transform the culture, we chose as a guiding thread a force of the culture itself: music.

#LetItFlow

With a female liberation anthem, we promoted the naturalization of fluids bringing powerful dialogues with a message and language never seen before in the category. On top of that, we brought our products as a complete solution for the menstrual cycle.

#DignityToFlow

It was also necessary to transform the lives of those who cannot let it flow. With a rap written by a rapper who has lived through menstrual poverty herself, we shouted to the world that menstrual dignity is a right for all.

2. Everlasting conversation

In our always-on content, we started important conversations to educate people about menstrual dignity and help them fight taboos with a diversity of influencers, creators and formats, thus impacting culture on a daily basis.

3. Effective transformation

For the first time, we included trans men in the category's communication. We evolved our audience from "woman" to "all people who menstruate". Also, we created a project with UNICEF in schools in the regions most affected by menstrual poverty in the country.

These initiatives show that #LetItFlow is more than a communication platform: it is a courageous way to fight taboo and to create brand value through conversations that were stuck in silence. You can see how the platform works as a whole in figures 2A and 2B.