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2018 One Show - Direct Marketing

Never Unsanitary Pads

Agency Joe Public (Pty) Ltd / Bryanston

Client One School At A Time
BACK TO RESULTS

Annual ID

OS_DI18045M

About the Work

Millions of South African girls miss up to a week of school every month because they can’t afford sanitary pads. Their only solution is using substitutes like leaves, sand and newspaper. One School At A Time, a South African NGO, works with the impoverished Iterele-Zenzele High School outside of Johannesburg. We sent Always a direct mailer asking them to help by bringing their Keeping Girls In School Programme to our school. The mailer tweaked Always’ own packaging design to highlight the shocking reality and consequences of not having sanitary wear. Instead of pads, the packs contained leaves, sand and newspaper. One modest direct mailer, Never Unsanitary Pads, moved one major corporation to make a big difference to 535 girls. Through continued media attention we hope to carry on raising awareness for this little-known problem facing the girls in our country.