In the Philippines, feminine hygiene is a taboo topic. No one talks about it so teen girls end up doing extreme measures to keep clean down there, like bringing extra panties everywhere they go!

Girls don't know the proper steps to care for there intimate area. So the brand, Carefree, wanted to educate girls how they can keep clean down there by wearing pantyliners!

Research showed that 8 out of 10 Filipina girls refuse to wear white panties because it can easily get stained or become dirty!

The campaign started with a web app, where teens designed a virtual white panty that served as their invite to the Pretty in White Panty fashion show. During the fashion show, they were witness to the first-ever Carefree white panty fashion line! They met teen idol, Liza Soberano and decorated actual white panties at the design your own panty bar.

The same attendees plus more teens were targeted online, further educating them on how they can keep their white panties white.

We created more than a hundred videos, each video had a unique introduction as different Filipina names were called out by the celebrity endorser. To access this video, teens had to login using Facebook. We used their account to match it with the video that calls out their name, so they will feel like their only having a girl talk session and not be uncomfortable with the topic.