Intro
Recognizing the societal importance of access to period products for women and girls, NorgesGruppen sought to advocate for free pads and tampons in schools, addressing a pressing need while aligning with its brand values.
Background
NorgesGruppen embarked on a mission to strengthen its position as the leading supplier of female hygiene products in Norway. Recognizing the societal importance of access to period products for women and girls, NorgesGruppen sought to advocate for free pads and tampons in schools, addressing a pressing need while aligning with its brand values.
Idea & Strategy
The challenge lay in persuading decision-makers, including local and central politicians, to prioritize free period products in schools. This required reframing the issue as a social problem deserving of funding allocation, while also advancing NorgesGruppen's commercial objectives of enhancing its brand preference and driving sales.
Execution
By advocating for free period products in schools, NorgesGruppen demonstrated its commitment to women's health and empowerment, aligning with the spirit of International Women's Day. The Period Act not only addressed a critical societal need but also strengthened NorgesGruppen's reputation as a socially responsible brand. Through meaningful engagement with stakeholders and the community, NorgesGruppen positioned itself as a champion for gender equality and access to essential hygiene products.
Results
The Period Act has garnered widespread acclaim, winning several awards locally in Norway, including "Gulltaggen" and "anfo effect." Additionally, the campaign achieved international recognition, winning gold in the PR competition Saber Awards in Frankfurt and earning a shortlisting in the prestigious Cresta Awards.
Conclusion
"We are proud to have contributed to a campaign that has a greater focus than just sales," says Nikolai Gjertsen, Client Lead at NorgesGruppen. The Period Act exemplifies NorgesGruppen's dedication to supporting women and girls, both in Norway and beyond. By advocating for free period products in schools, NorgesGruppen not only addressed a pressing social issue but also reinforced its position as a leader in providing essential female hygiene products. As we celebrate International Women's Day, let us continue to champion initiatives that empower women and promote equality for all.
