Hey, sometimes we miss a pitch here at Reel 360 News, but we think it’s so important to the community that we have to run it… even a month late. That’s the case with Kimberly-Clark’s Kotex, a trailblazer in the period care category for over a century, which took a bold stance last month for International Women’s Day.
The brand unveiled insightful data from a global study on women’s perception of progress. The study sheds light on the fact that nearly 60% of women worldwide feel that progress for women is either stagnant or moving at a slow pace. Half of the women surveyed expressed that the world has become a more uncomfortable place for them, particularly among the younger generation.
A Provocative Film to Spark Conversation
To amplify the message of #ProgressFeelsLike, Kotex has produced a provocative film in collaboration with an all-female team and director Jaci Judelson. The film confronts the biases, inequalities, and restrictions that women face globally, challenging the notion of progress.
The video was produced by an all-female team from Kotex, Capital A Creative, a Chicago-based female-owned agency and Rakish, and Judelson.
Judelson began her career at Vogue Magazine and went on to write and direct award-winning projects that include commercials, documentary films and content-driven branded television campaigns and series. Jaci is highly regarded for her cinematic visual style across all formats, for working with actors and non-professionals alike, and for her ability to capture emotion and intimacy, and the humor and spontaneity of real life in a variety of different situations. Watch below:
REELated:
Alison Lewis, Chief Growth Officer at Kimberly-Clark, emphasizes the importance of women using their voices to inspire change. She states, “Now is a crucial time for women everywhere to use their voices to inspire change, and we are pleased to offer a platform to share what #ProgressFeelsLike from their viewpoint.” The #ProgressFeelsLike movement aims to unite and empower women across cultures and countries to speak out and share their perspectives on progress.
Activations and Initiatives Worldwide
Kotex is urging women worldwide to participate in the movement by using #ProgressFeelsLike on social media. Additionally, the brand is organizing various on-the-ground activations to ignite conversation and drive change within communities:
- Turkey: Kotex pledges to increase its commitment to women’s progress by matching product donations to non-profit women’s organizations for every tweet using #ProgressFeelsLike.
- Brazil: A digital art festival will celebrate women’s achievements and challenge menstruation stigmas.
- United States: U by Kotex will donate period products to the Alliance for Period Supplies for every product purchased at Walmart during March 2024. Additionally, the brand will donate extra products for each repost of its National Women’s Day social media post to raise awareness of period poverty.
- Vietnam: Kotex will launch a music video contest, offering winners a scholarship to pursue their dreams.
Partnership with She’s the First
As part of the #ProgressFeelsLike movement, Kotex has partnered with She’s the First, a non-profit organization advocating for girls’ rights. Through this partnership, Kotex is reaffirming its commitment to women’s progress by supporting She’s the First’s mission to ensure every girl can choose her own future.
Kotex’s #ProgressFeelsLike movement and alliance with She’s the First extend its She Can Initiative, aligning with its ongoing efforts to combat period stigmas, promote access to education, and advocate for equal opportunities for women worldwide.
Late, but still very relevant.
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