Public relation company MS&L surveyed 500 women in the island city and only 22 per cent were able to correctly identify the effects of changing hormones during a menstrual cycle. Most importantly, 95 per cent of the respondents feel unhappy due to inconvenience and discomfort.
The Happy It’s Here campaign developed by Arc Worldwide aims to provide an educational and light-hearted portal for young women to share their concerns and experiences. The interactive platform is linked to Whisper’s Facebook group and allows visitors to compliment their girl friends via the ‘Happy Apps’. Wallpaper downloads and animated icons are also available to cheer up people everyday.
“Deep down, women are thankful each time their period arrives, as it’s the sign of a healthy, functioning body,” said Valerie Cheng, creative director of Arc Worldwide Singapore. “We hope to intrigue them, and initiate an open conversation and a new movement that will lead to a renewed sense of appreciation of their female cycle.”
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Credits:
Project Happy It's Here
Client Procter & Gamble
Creative agency Arc Worldwide Singapore
Creative director Valerie Cheng
Art director Yeo Yenyen
Copywriter Lynn Chiam
Planner Sue Mulhall
Account servicing Jorida Ong, Jacinta Francis, Justin Ong
Media agencies ZenithOptimedia, Starcom
Media planner Nicholas Tay (ZenithOptimedia), Monique Ruers (Starcom)
Exposure Online, point-of-purchase
The Happy It’s Here campaign developed by Arc Worldwide aims to provide an educational and light-hearted portal for young women to share their concerns and experiences. The interactive platform is linked to Whisper’s Facebook group and allows visitors to compliment their girl friends via the ‘Happy Apps’. Wallpaper downloads and animated icons are also available to cheer up people everyday.
“Deep down, women are thankful each time their period arrives, as it’s the sign of a healthy, functioning body,” said Valerie Cheng, creative director of Arc Worldwide Singapore. “We hope to intrigue them, and initiate an open conversation and a new movement that will lead to a renewed sense of appreciation of their female cycle.”
Credits:
Project Happy It's Here
Client Procter & Gamble
Creative agency Arc Worldwide Singapore
Creative director Valerie Cheng
Art director Yeo Yenyen
Copywriter Lynn Chiam
Planner Sue Mulhall
Account servicing Jorida Ong, Jacinta Francis, Justin Ong
Media agencies ZenithOptimedia, Starcom
Media planner Nicholas Tay (ZenithOptimedia), Monique Ruers (Starcom)
Exposure Online, point-of-purchase
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