Situation:

Fueled by insights from a 2023 study revealing the stagnation of women's progress, Kotex sought to spark dialogue and drive systemic change by furthering its commitment to women’s progress by addressing the threats women are facing globally.

Brief:

Inspired by Kotex’s brand purpose and commitment to “never let a period get in the way of any woman’s progress”, create a poignant piece of content that authentically represents and resonates with a diverse, global community of women facing the discomforts of progress being escalated in the cultural moment.

Objectives:

Generate awareness and visibility around the threats to progress women are facing globally by beginning to stir discourse and action. Invite women to share what #ProgressFeelsLike in their daily lives to preface regional market activations, and a much larger Kotex partner initiative with She’s The First, Wash United and Plan international to drive progress and systemic change regionally across the globe.

Captured by short, documentary-style vignettes, the two-minute manifesto style film shows women in uncomfortable scenarios that hinder their growth and progress, including being judged in the workplace by appearance instead of intelligence, being sexually harassed on public transportation, being unable to thrive in school due to lack of access to period products, or being unable to go to school at all for just being a girl.

The scenes are backdropped by single voice, but spans continents and issues to convey that women all over the world still face bias related to inequality, their periods, and other restrictions. Yet deliberately, the story arc and tone pivots toward the end with the message that discomfort does not scare or define women. That although progress is uncomfortable, progress is more than one feeling. That freedom, belonging, exhilaration and more, motivate us to persevere and reshape the world into a comfortable place for all.

Having invented the category due to its innovative women over 100 years ago, Kotex was born from progress, and believes a period, nor anything else, should ever get in the way of any woman's progress. Kotex created the "Progress Feels Like" film to amplify women's voices in their global study and initiate a larger campaign. Since launching 6 weeks ago for International Women's Day, the “Progress Feels Like” campaign was released in over 23 global markets and every continent, with the film running in digital-first media on TikTok, YouTube, Instagram and Facebook and capturing over 21M views to date with more markets rolling out launches. The film has been gaining worldwide top-tier media, generating 218 earned placements and over 55M impressions since inception, and 100% earned positive tone. It was named Adage Editors pick on International Women’s Day, and as one of “The Top 5 Must-See Campaigns" the following week.