SHARE PAD campaign is a CSV Program to creat consumer participation help to African girls go to school by donating a sanitary pad. But real objective of this campaign is creating a relationship with consumers who feels shame in communicating publicly about sanitary pads and their menstruation. Through participation, the consumer will re-think the value of sanitary pads. Then Bodyfit (the client’s brand) will take the opportunity to build equity and acquire their loyalty.

Women’s sanitary pad brands have difficulties in building brand loyalty & equity. Because women (specially Korean women) feel shame in communicating publicly about sanitary pads and their menstruation. So SOFY BODYFIT, the Korean sanitary pad manufacturing brand started “SHARE PAD” a campaign that shares the authentic value of sanitary pads and aims to build on BODYFIT’s brand loyalty.

If Sanitary pad does not exist for women, Probably will not be able to get out of the house. and will be suffered social activities even studying in school. In fact, African girls have a problem about equality of learning less than boys, because of lack of sanitary pads. The “SHARE PAD” campaign induces a consumer’s participation for helping these African girls, and reminds of a true value of a sanitary pads.

As a result, customers who avoided talking about the sanitary pads would become a fan of BODYFIT, and they started to talk about the sanitary pads. The reach which was just 10,000 people on average was increased to the 210,000 people through the viral campaign. SHARE PAD campaign would be continuing as a major contributer in building up the brand loyalty of BODYFIT. Last October, the pads were sent to the girls who live in MALAWI and it made the girls free to attend their social activities.