Sanitary towels are not a subject for open discussion in Tunisia. Especially not in marketing communications. Periods are a taboo subject which men and women never talk about together. This goes as far as the refusal of Tunisian men to add sanitary towels to the shopping lists given to them by their wives or women getting very accusatory glances from local grocers when buying female sanitary protection products. In this context, it was important that Miss Lilas, the leading brand for feminine hygiene in Tunisia took a stance with an innovative campaign demonstrating an understanding of the issues for women but at the same time the embarrassment felt by men.

The idea addressed a specific and explicit message to women (to show a sanitary napkin on television was a first in Tunisia) while giving men the means to pass the time that the commercial was on by watching images specially tailored towards them such as scenes from action movies, football matches or auto stunts. A simple idea to reunite men and women around a topic which had divided them for ages.