During the International Women’s Day, Saba, a female sanitary pad brand, known for defending women´s self esteem and safety, wanted to raise awareness on a number of risks women are running in central america, more specifically on women trafficking. 

Our execution was adaptable to our client´s low budget while at the same time managing to be different in a day many brands have something to say.

Saba, next to the “Women's National Institute”, decided to remove all of the female voices that were to be broadcasted in Costa Rica´s top radio station schedule for that day, march 8th. 

Costa Rica is a country with limited budgets, which is why we had to search for an inexpensive medium for Saba to transmit and at the same time be able to reach many women within the ages of 18 and 26, which made radio the best method to achieve this. It’s common practice that during the International Women’s Day, brands communicate a small message about being a women but make no effort to try to raise women´s awareness about the issues that surround them, so it’s the perfect opportunity to make a difference.

Saba is a brand from Central America, owned by SCA, which sells female sanitary pads with a slogan that roughly translates to “More confident women” (Mujeres más seguras), this is because during their period, women will feel more confident performing any kind of activity without having to worry about their menstruation. However, Saba is much more than this, it’s a brand that worries for women´s safety at all times: at work, with their family and even their independence, which made it obvious for us to inform women about the new risks they are running due to international human traffic networks. A brand that stands behind women’s safety, is responsible for so much more than just communicating about the benefits they will have during their period. 

In just one day, the record for visits to the website was broken (up to 294,000) and the number of flag raising phone call reports increased 50%.