Carefree - Be Real

Carefree was in need of a makeover and wanted to relaunch themselves from being known as 'nanna brand' into one that was relevant amongst young women and teens. To do that, and to make young girls feel more comfortable with being girls - we had to get society more comfortable with periods and vaginal health. 

Because these TVCs had the audacity to show an actual tampon and showcase real stories, they were Australia's most-complained about ads in 2014. We knew we were on the right track when we saw that the  group of people rushing in to defend the ads - were young girls 13-17. The exact group of people we were talking to.