The main objective of the campaign was to break with the cultural clichés that still exist about menstruation and normalize the conversation around this topic, in a society where sadly it is still seen as a taboo.
In addition, the campaign highlights the brand’s value proposition, “a towel for a hyper-abundant flow, that hyper-understands you”, and thus generate greater empathy with consumers, under the idea that in the menstrual cycle, it is necessary to a greater human, honest and intimate understanding and that Mía is the only brand that can do it.
In order to position the campaign “Hyper understands you”, the main social networks such as Instagram, YouTube and Facebook were used to generate the greatest possible reach and following a line of disruptive communication messages, the different formats of each social network were used to that the impact on the target and the general public was greater. In addition, in each of these publications, the hashtag #NoEstaMalEsNormal was used to normalize talking about the symptoms that a woman may have during her menstruation.