Sempre Livre & Carefree: Let It Flow

Mansur Atique, Diana Junqueira, Vitor Amos

Sanitary napkin brands, Sempre Livre and Carefree, promoted openness and equality in menstrual health through the Let it Flow campaign in Brazil.

Campaign details

Brand: Carefree Brand owner: Johnson & Johnson Entrant company: Johnson & JohnsonIdea creation: In house Market: Brazil Sector: Feminine hygiene Media channels: Radio & audio, Programmatic display, Search marketing, Websites & microsites, Content marketing, Online video, Word of mouth, Influencers, KOLs, Online displayBudget: 1 - 3 million

Executive summary

Sempre Livre and Carefree are Johnson & Johnson's sanitary napkins brands in Brazil. Although napkins are essential products for people who menstruate, more than 11m Brazilians don't have access to napkins and the...

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