The first time I presented this idea, I saw grown men (and some women) blush. Creating a pad so efficient that no period underwear would be necessary is a revolutionary way to talk about the protection provided by Kotex pads – and an insight I uncovered during brainstorms with teenagers.

 

This idea took off organically, with liberated women posting #savetheundies on social media, girls sending kits to others in their time of need, and parties where young ladies burned their undies in bonfires.

 

Client:  Kotex U

Agency:  TracyLocke