Campaign details

Brand: Always
Brand owner: Procter & Gamble
Lead agency: MediaCom Israel
Contributing agencies: Google Israel, React
Country: Israel
Industries: Feminine hygiene
Media channels: Content marketing, Events & experiential, Online display, Online video, Public relations, Social media, Television, Virtual & augmented reality, Word of mouth, advocacy

Executive summary

Always is the market leader for female sanitary protection in Israel and most users are hugely loyal. Its key challenge is to encourage those new to the market to select Always.

The brand's global purpose is to build female confidence and in Israel, it activated this by seeking to educate young girls on how to respond to social shamers – people who use always-on mobile technology and social media to belittle and humiliate their peers.