In France today, 1.7 million women do not have the financial means to buy intimate hygiene products – or not in sufficient quantity. Consequently, it’s difficult for some of them to continue with normal day to day life with dignity when menstruating. For some, the solution lies in absence, with these women preferring not to show up at their place of study or work during their period.
In a bid to highlight the problem of period poverty in France, House of Communication France teamed up with Règles Élémentaires, a non-profit organization helping women with financial constraints preventing them from accessing feminine hygiene products, to create “Invisible Women”, an unprecendented TV campaign involving removing women weather presenters from the screens temporarily.
For the campaign, Règles Élémentaires and House of Communication France partnered with 9 TV channels, including 3 major national channels. They hijacked one of the most popular TV programmes: the weather forecast. When it came to presenting the weather, the women did not show up, on the pretext that they were having their period. In a matter of seconds, there were thousands of surprised reactions on social networks, up to the moment when the operation was revealed at the end of the weather.
Integrated advertisement created by Serviceplan, France for Règles Élémentaires, within the category: Public Interest, NGO.
Media placement: Mediaplus
Global Chief Creative Officer: Alexander Schill
Chief Creative Officer: Daniel Perez
Production Company: Trinity films
Producer: Frank Willocq
Art Directors: Tram-Anh Nguyen, Veronique Erb, David Leliard
Copywriters: Vanessa Koutchinsky, Chloé Rosiaux