PRWeek Global Awards Winners 2021 - Global Creative Idea

The winner in the Global Creative Idea category is Period. by Cow for Intimina.

With menstruation still a topic of embarrassment and shame across the globe, women’s intimate health brand Intimina sought a creative and low-cost way of tackling this stigma head-on while driving brand awareness.

Visit the PRWeek Global Awards hub to find out more about the winners

Cow went all out to portray periods affirmatively and accurately with campaign placing Intimina at the heart of an international conversation, despite a low budget.

Pantone Colour Institute is the world’s leading authority on colour, with influence and social media clout to match. It rarely does partnerships. It made an exception for this project.

The launch of ‘Period.’, Pantone’s newly-developed shade of red was accompanied by a design by Cow, incorporating the colour and an outline of the female reproductive organs to emphasise the link between menstruation, fertility and life.

Alongside this partnership, Intimina also teamed up with ActionAid - which works with women and girls living in poverty - which included making a donation to help with the charity’s efforts.

The launch generated 721 pieces of media coverage, spanning from Ireland to India, including heavyweight coverage in The Guardian and national breakfast TV show Good Morning America.

Cow’s design was widely shared, with a 315% increase in Intimina mentions on social media and an uptick of £29,000 for items purchased from Intimina.com. Across the globe, people were encouraged to talk freely about menstruation without shame.

Judge's comment:

“An incredible idea, effectively executed on a small budget. A powerful step in the right direction when it comes to trying to remove the stigma surrounding women bodies and periods.


Shortlisted

Go Near: Celebrating Local Travel Only On Airbnb - Weber Shandwick for Airbnb
IBM Actions & Allyship for Racial & Social Justice - IBM
Ideas4ears children's invention contest - MED-EL Medical Electronics
Lifetime Carbon Neutral - Ketchum for Velux
Lenovo Launches Vision of 'New Realities' Across the Globe - Lenovo
WrestleMania 36 - WWE

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