The campaign will focus on an on-pack promotion on sanitary towels in the Bodyform Ultra range. Packs will highlight Bodyform's donation of a quarter of a million packets of sanitary towels to the women of Zimbabwe, and on-pack stickers will educate consumers about the ACTSA campaign. The packs will be on shelf during July and August.
'Dignity! Period' aims to raise funds and awareness of some of the serious issues facing women in Zimbabwe who, due to economic crisis, are unable to afford packs of sanitary towels, which cost on average more than two weeks' wages.
The on-pack activity will be supported by a national PR campaign, by Haygarth, with help from high-profile celebrities to increase both media and consumer awareness. There will also be a dedicated microsite.
Gavin Vandeligt, brand manager at Bodyform, said: "We are really excited to be sponsoring such a worthy cause, that really will make a difference to the lives of women in Zimbabwe and ultimately help them get on with their daily lives without risk of infections or even abuse."