Ketchum and Tampax demystify feminine hygiene

ATLANTA: Ketchum is taking feminine hygiene out of the closet and into the stadium with a campaign to demystify tampons to the African American community.

ATLANTA: Ketchum is taking feminine hygiene out of the closet and into the stadium with a campaign to demystify tampons to the African American community.

ATLANTA: Ketchum is taking feminine hygiene out of the closet and into the stadium with a campaign to demystify tampons to the African American community.

Last week the agency's Atlanta-based diversity marketing group launched the 10-city Tampax Total You Tour, which is part of its PR plan for the Tampax Satin brand. The effort aspires to dispel deep-rooted myths about tampon use among African-American women.

Anne Sempowski, brand manager of multicultural marketing for women's care brands at Tampax's owner P&G said the company's past promotional efforts hadn't sufficiently reached African-American and Hispanic markets.

Tampon use is extremely low among African-American women. Concerns over cleanliness, interrupted virginity and Toxic Shock Syndrome have limited the acceptability of these products among this consumer segment.

Tour events include appearances by iconic women of African American culture such as self-proclaimed 'raptivist' Sister Souljah, BET network fitness and nutrition gurus Dr. Rovenia Brock and Mocha Lee and poet, author and radio personality Brenda K. Perryman.

Set in large arenas, a tour centerpiece is the Bathroom Beauty Escape, in which Tampax and Ketchum use furniture, product samples, lotion, mints, perfume and attendants to dramatically transform stadium bathrooms into visually stimulating and relaxing, spa-like escapes.





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