P&G's "Always" brand has come up with a social ad for improving the hygiene of African girls and helping them to continue their education. According to a research, as posted on the p&G website:
"1 in 10 school-age African girls do not attend school during menstruation or drop out at puberty because of the lack of clean and private sanitation facilities in schools.(1) And, if a girl has no access to protective materials or if the materials she has are unreliable and cause embarrassment, she may be forced to stay at home while menstruating. This absence of approximately 4 days every 4 weeks may result in the girl missing 10 to 20 percent of her school days.(2) The Protecting Futures program will provide products and services to help keep girls in school as well as help foster the overall health and well-being of every child in the targeted school communities."
[See the full post here.]
I recently watched this ad on television. Apart from the message that it conveys to support the cause, the advertisement has a very thoughtful and creative touch. It definitely made me say "ok, I will buy Always". As it goes with social marketing, the company will benefit financially, while adding to its karma with social campaigns. I could not get the online version of the ad and so could not embed the link.
This is an ad that rightly aligns the product, message and the buyer - "A women for a women!
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