Period care brand Joni is writing the book on menstruation, and raising awareness through personal, rather than product-based storytelling.
The maker of organic bamboo pads and organic cotton tampons is opting for a social-first integrated campaign that will also include a physical coffee table book based on submissions/personal accounts. Campaign elements also include a call for submission video, microsite, social (organic and paid) and wild postings in Toronto and Vancouver, which are live now.
The postering was handled internally, while the social media buy was handled by AntiSocial.
“Technically we aren’t targeting TO and Van, we are actively wanting stories from beyond these major cities to expand the narrative,” Marta Hooper, Group Creative Director of AntiSocial, says. “So, yes we have activated in those places, but only really because Joni is very much a Canadian startup with limited funds. We are trying to be mindful of budget and making sure we are using it as effectively as we can, concentrating our OOH dollars in those two markets.”
The coffee table book will be the type of book that is meant to be displayed. “We wish to present a wonderful dichotomy in the aesthetic of the book, and the (sometimes gory and definitely bloody) stories inside,” Hooper notes. Although Hooper couldn’t disclose distribution details, she said that the book would be for sale with all the profits from the Period Book going towards providing free dispensers, pads and tampons to non-profits, elementary and high schools across Canada and the US.
As Hooper says, it was vital for the shop to have the book stand out not just through the stories, but also the design aesthetic and a title that felt ” beautifully representative in the design itself.”
“We rarely see campaigns that focus on the wide experiences of everyone who menstruate, and we see a powerful message of unity by combining all our stories together,” Hooper says.
This story was originally published on strategyonline.ca