Always: Rabbi Bot

Gilad Kat

Feminine care brand Always created an app to solve tensions around biblical commandments and menstruation to build equity and increase relevance among religious Jewish women in Israel.

Campaign details

Brand: AlwaysBrand owner: Procter & GambleLead agencies: MediaCom Connnections Tel-Aviv, ACW-Grey Tel-AvivContributing agencies: Stern Ariely Saar PR, Go Digital MarketingMarket: IsraelIndustries: Feminine hygieneMedia channels: Direct marketing, Mobile & apps, Public relations, Word of mouth, influencersBudget: Up to 500k

Executive summary

Modern Israel is home to some amazing tech entrepreneurs, earning it the nickname Start-Up Nation. This sometimes creates a tension between the traditional Jewish religious beliefs and practices and the modern needs of a forward-thinking society.

Modern religious women place great importance on...

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