Lifeblood Campaign
Period Blood = Lifeblood
Together with Pankalay, Bridge worked to create a transformative 360-degree initiative designed to challenge the stigma surrounding menstruation in Myanmar.
We worked on brand development, filming, event design, IEC materials, social media promotion, and a PR strategy. The Lifeblood campaign aimed to inspire pride in menstruation and empower women, countering the prevailing beliefs that view women's bodies as dirty and shameful.
With
Pankalay
Objective
Combating Stigma around Menstruation
Demographic
Young men and women, young adults, mother and fathers, elder generation
Types of work
360 Campaign, Brand development, strategy development, exhibition, video production, social media management and content creation, media planning, community management, reporting, copywriting
Themes
Behaviour Change, Menstrual health, Gender equality
Campaign Ideation
In the context of conservative views on menstruation, we developed a creative campaign idea with the aim to:
Turn the perception about menstruation upside down!
Inspire people in Myanmar to celebrate menstruation and make women feel proud and valued.
Break the taboo around menstruation by interrupting the cycle of misinformation, providing accurate and empowering information, and encouraging open discussion.
The logo
“Period Blood = Lifeblood” is intended to send a powerful message about accepting and appreciating menstruation as a necessary part of life.
The “!” and “?” symbol from previous brand identity, So What!?, seamlessly combines into a Heart Shape. The heart shape symbolizes love and acceptance, while the dots from both symbols come together as a blood drop to emphasize the importance of menstrual blood as the lifeblood of existence.
Launch + Pop Up Event
The campaign launched with an official press event including a panel discussion with the main KOLs and an exhibition covering important information around menstruation. Media was invited to view the campaign launch film, listen to health experts in the field and to do exclusive interviews with key ambassadors of the campaign, resulting in attendance of 80+ people, 15 media outlets and PR coverage. KOL participation played the important role of speaking directly to our key audience segments. To further engage the community, a portable, popup exhibition was created for use during our launch, as well as other events, including one in the biggest mall in Yangon generating footfall of approximately 3,000 people who interacted with games, quizzes, films and the content of the exhibition.
Social media
A three-and-a-half-month social media campaign on So What!?’s Facebook page was launched, with the aim to challenging views online around menstrual blood, using our films, educational content, influencers and a UGC campaign.
The three-and-a-half-month social media campaign on So What!?’s Facebook page resulted in:
20M
Total impressions
222.2K
Total social media engagement
17.7M
Total social media reach
4.5%
Total social media engagement rate
To view the So What!? Facebook page, click here.
Watch our impact film here.
10 M
women engaged in the campaign
69%
reduction in people believing that menstruation is dirty or impure
87%
of respondents agreed that menstruation is lifeblood
5 M
men reached
74%
reduction in men believing that menstruation is a women’s issue
90%
agreed that menstruation should be discussed with everyone.
