Whisper created an online portal and transformed it into an unassailable haven for women to voice their ideas about how to make their period a more positive experience. By leveraging a strategic alliance with Sohu (the leading Chinese portal), we launched www.happywhisper.com.cn as a platform that empowered Chinese women to create and express their very own manifestoes with other women and the world. Online banners, school programs, in-store leaflets, portal seeding, e-flyers, search engine marketing, mobile, magazine advertorials and10-second TV spots surrounded her with encouragement. Famous Chinese actresses, models, athletes and other female role models posted their own manifestoes on the website—and then formed a celebrity judging panel to select the best manifesto.

“During ‘those’ days, emotion is my privilege,” she told us. “Enjoy the bliss of being a woman,” said another woman. The website, www.happywhisper.com.cn, gave voice to 182,416 registered members, evoking more than 20,000 manifestoes. Product shipments indexed at a record 139 versus a year ago. A Whisper became a roar.