Carefree, Sempre Livre: Let It Flow

Johnson & Johnson brought together Sempre Livre and Carefree as a single platform in Brazil to increase penetration by addressing social menstrual taboos and poverty-related issues, increasing awareness and engagement across all society.

Campaign details

Title: Let It FlowBrand: Johnson & JohnsonProduct: Sempre Livre® e Carefree®Idea: Wunderman ThompsonCountry: Brazil

Duration of CampaignLocation/RegionGenderTarget audienceSocio-economic LevelBudget
3 months or lessBRAZILWomenTeenagers & young adults (13-25)LowThe average total spend for this work was around 1.7 million dollars.

Objectives

Sempre Livre and Carefree are Johnson&Johnson's sanitary napkins brands in Brazil. Although napkins are essential products, more than 11M Brazilians don't have access to pads and the topic still is a cultural taboo.

These issues impact the health of millions...

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