The Stain

Agency: Valor Socios de Marcas

The Stain by Kotex


In Peru, 8 out of 10 girls think that their period is a disease and, in those days, are afraid to go to school.

We simulated that Amy Gutierrez, a famous singer, got her period on national TV. The media talked about it as if it was a huge issue, making it very clear that women’s periods in Peru was still a taboo.
+ 90 media channels
+ 150 celebrities, UNICEF and 10+ NGO’s joined the conversation
+ 1M interactions

The next day, Amy and the brand revealed the campaign making it clear that women’s periods are normal, and the media finally talked about the many problems that girls and women have in our country.
KOTEX became national trending topic.
+ 20M people reached organically.
+ 2M in free press.

Then, Kotex and Plan International reached out to thousands of girls in different schools throughout the country, using the video of what happened with Amy as an educational tool.

The Stain was implemented in several other countries in Latin America, turning a simple idea into a regional platform
S.I. + 100M people reached in LATAM
S.I. +10M in Free Press

MOST IMPORTANT RESULT: Now, 9 out of 10 girls understand that their period is normal, that it is not a disease and they’re not afraid to go to school anymore.

This professional campaign titled 'The Stain' was published in Argentina, Colombia, and Peru in August, 2022. It was created for the brand: Kotex, by ad agency: Valor Socios de Marcas. This Digital, Experiential, and Integrated media campaign is related to the Health and Public Interest, NGO industries and contains 1 media asset. It was submitted 5 months ago.


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