Every woman wishes that just once, men could experience what she goes through every month. So Tampax built an emotionally empathetic relationship with girls by dramatizing the menstrual trials and travails of an All American high school boy who just happened to wake up one day more like a girl down there. Zack Johnson is branded viral content in the form of a video blog and social media. The program is a platform for conversation and building community. It is a way to talk to young women about a subject that usually makes them uncomfortable - menstruation. And it does so in an empathetic and entertaining way, through Zack Johnson, a 16-year old boy.