Transforming Narratives: A Modern Approach to Menstrual Education
Bayer Consumer Health and its creative firm MullenLowe have launched a new campaign, “Princesses on Periods,” focused at providing young people in Central America with critical menstrual knowledge. This unique effort reimagines the fairy tale narrative by showing princesses as realistic modern-day heroines navigating adolescence and menstruation while living their normal lives.
Click the picture to see the advert:
Breaking the Silence about Menstruation
Menstruation is a natural part of life for nearly 1.8 billion people worldwide, yet talks about it are still taboo, and many people lack basic facts. The “Princesses on Periods” platform addresses this issue full on by including popular fairy tale heroines such as Rapunzel, Sleeping Beauty, and Cinderella. Instead of the classic tales in which princesses are confined to castles, these heroines are portrayed as typical teens who participate in school activities, socialise, and even stream on Twitch. They offer their period experiences and guidance, with the goal of demystifying and normalising menstruation talks among teenagers.
An educational twist on classic tales
Using search data and social listening methods, the campaign focuses on the most prevalent queries and worries surrounding menstruation. Each princess character provides reliable insights on themes such as understanding the menstrual cycle, managing premenstrual syndrome (PMS), and dealing with discomfort, making instructional information both accessible and interesting for young viewers.
Leadership Commentary: A Commitment to Health and Empowerment
Patricia Corsi, Bayer Consumer Health’s Chief Marketing, Digital, and Information Officer, stresses the campaign’s synergy with the company’s overall health objectives. “This creative idea… brings to life important aspects of ‘Health for all’ and our commitment to SDG #3 – Good health and wellbeing,” Corsi said in a statement. The campaign aims to educate young people on how to improve their general health, in addition to encouraging self-care.
Juan Manuel Nuss, Pain Brand Manager at Bayer Consumer Health Central America, emphasises the continued need to de-stigmatize period talks. “Dorival has long been focused on championing women’s empowerment, and we want to provide young girls with tools and confidence to manage their periods comfortably,” Nuss said.
Cultural Relevance and Digital Engagement
Carlos Andrés Rodriguez, Global Creative Director at MullenLowe, emphasises the cultural significance of combining traditional fairy tales with modern themes. “It’s no longer about Princesses hidden in castles, or being rescued by Princes: now they’re kick-ass gamers, streamers, and influencers, keen to help educate little girls around the world,” he goes on to say.
The campaign, which combines TV, out-of-home (OOH), and social media marketing, intends to reach a large audience throughout Central America, making it a trailblazing effort in digital-led health education.
Conclusion: A New Chapter in Health Communication
Bayer’s “Princesses on Periods” campaign redefines health communication by combining entertaining and important instruction. Bayer and MullenLowe are paving the way for a future in which periods are no longer a source of mystery or shame, but rather a natural part of life that can be publicly acknowledged.
Source: https://www.mullenloweglobal.com/news/work/princesses-on-periods
