PRWeek UK Awards Winners 2021: Healthcare: Ethical & OTC Consumer

This award went to Cow for promoting the feminine intimate care brand Intimina.

Cow for promoting the feminine intimate care brand Intimina

Winner – 'Period', Cow for Intimina

Cow took an imaginative approach when it came to promoting feminine intimate care brand Intimina on a tight budget, all while tackling head-on the shame often associated with menstruation. The Seen+Heard campaign placed the brand at the centre of the conversation through a collaboration with Pantone, the world’s leading authority on colour. 

The collaboration led to the release of a new shade of red, called simply Period, which unabashedly embraced the realities of menstruation. To accompany the new shade, Cow Studio created a design that incorporated the Period colour with an outline of the female reproductive organs. The release of the red made a major splash, generating 721 pieces of media coverage in the UK, US, Italy, Spain, France, Croatia, Ireland, Canada, the Philippines and India, in both tier-one print and broadcast. 

With Cow and the Intimina team seeding images to selected Instagram and TikTok users and influencers, the launch caused a stir across social media, too. Period sparked 176,000 likes on Pantone’s Instagram feed, the highest level of engagement Pantone has ever seen on a campaign, and led to an increase of 8,000 followers of Intimina’s Instagram account in one week. It even received online endorsement by @UN_Women, the United Nations social feed for women’s issues, which has 1.9 million followers.

This all led to an increase of £29,000 in transactions for products on As part of the launch, Intimina also gave a significant donation to help international charity ActionAid in its work battling the stigma surrounding periods. 

The judges said

Absolutely incredible results for such a small financial investment, great use of strategy to execute a simple idea to its full potential and create a global conversation.


Highly Commended – 'Wear a Bloody Mask', Ready10 for Wise Protec

Brian Blessed was front and centre of this attention-grabbing campaign to promote the use of Wise Protec’s COVID-19-battling face mask. The powerfully voiced actor captured the public imagination as he narrated a digital storybook extolling people to “wear a bloody mask”, generating widespread coverage and boosting online brand searches by 90 per cent. 


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