ADVERTISING

Cosmopolitan

#NOTDIRTY

Agency: BBDO

Description

This project helps to build the image of cosmo magazine. Switch the perception of "rosy magazine about sex and horoscopes" to a magazine that is ready to talk about important and not simple topics. Our project reveals a socially important problem and raises it to the level of public discussion.
Background
In Kazakhstan almost every female regrets being born as a girl. In heavily patriarchal and misogynistic country female nature is still ignored and suppressed. The topic of menstruation was and still is shameful. Girls are poorly taught about puberty. Standing for female dignity, Cosmopolitan Kazakhstan wanted to start a public dialogue and contribute to a more open culture where women can feel okay about being themselves and talking about periods without feeling ashamed.
Execution
We made special issue of the magazine dedicated to this topic and asked readers to suggest suitable Kazakh translation of menstruation. On the special website everyone could offer a new word or make a vote for given options. We opened dialogue on social networks, where any opinion was welcome, both negative and supporting. Female influencers helped us get more reach, as male opinion leaders refused to support the campaign. We received a huge public attention. Demands to change the word was one of the agendas on the FIRST sanctioned rally for women's rights in the history of Kazakhstan
Results
With only 1000$ in paid media we received great results: 4.5 mln coverage in social media 637 521 visits of the project website 127 873 votes for new translations 72 publications in mass media 7.2 mln total coverage — 45.5% of KazNet users We received a huge public attention. Demands to change the word was one of the agendas on the FIRST sanctioned rally for women's rights in the history of Kazakhstan Together with the magazine audience, we found many beautiful options. But we are still waiting for authorities to respond and officially adopt translation on governmental level.
Creative Idea
While making a research we realized that Kazakh name for menstruation – «etekkir» is literally means «dirty hem». The word itself stigmatizes natural process, making it shameful and offensive. We believe that language can influence people's thoughts and attitudes. So we started from what shapes mindset and attitude to the world we live in — change disgraceful word and find suitable translation for menstruation.

This professional campaign titled '#NOTDIRTY' was published in Kazakhstan in October, 2019. It was created for the brand: Cosmopolitan, by ad agency: BBDO. This Content medium campaign is related to the Media and Public Interest, NGO industries and contains 2 media assets. It was submitted over 1 year ago by Creative Director : Roman Breiman of BBDO CA.

Credits

Advertising Agency: BBDO CA, Almaty, Kazakhstan

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