To help Swedish dads talk to their daughters about periods, the tampon manufacturer o.b.® is releasing a book packed with facts and tips. The goal is to normalise periods and to get men more involved in their daughters’ development.
Despite the fact that swedish dads spend more time with their kids than fathers in many other countries there’s still a clear difference between children’s relationship with their parents. In a study* by swedish youth magazine KP only 7 percent of children say that they prefer to talk to their dads when they are feeling sad. O.b.® therefore see a need to help men get closer to their daughters.
The book is intended as a help for dads whose daughters have or are about to have their periods, to help them understand what they are going through. O.b.® hopes that the book can both be a support and provide the facts needed to be able to have a relaxed conversation about periods with their children.
Many men in Sweden say that they never received education about periods at school. They therefore lack the basic knowledge about what periods and PMS are, and how to be a good support for their children when they reach an age where they start menstruating, but also the time before when many young girls feel anxious and may need extra support.
The period handbook for dads is part of a campaign by Swedish advertising agency Actionist and will be handed out to dads around Sweden during summer and autumn 2019.
This professional campaign titled 'A Period Handbook for Dads' was published in Sweden in August, 2019. It was created for the brand: o.b, by ad agency: Actionist. This Direct medium campaign is related to the Health industry and contains 4 media assets. It was submitted about 4 years ago.
Advertising Agency: Actionist, Sweden
Project Manager: Marie Thall
Producer: Rasmus Egnefors
Art Director: Matilda Storm
Creative Director: Toby Cane
Content Producer: Josefine Hammarström Helén