Riding a bike would seem like an activity worth avoiding during a woman’s monthly cycle – especially in a tropical climate. We changed women’s minds and empowered them to think otherwise – why shouldn’t they enjoy keeping active whenever they wanted!
We partnered with the world’s largest bike sharing company, OFO and for the first time 2000 bikes were redesigned to highlight the tagline ‘Let’s Move On!’
As a result the campaign moved constantly around the city. And to encourage women to be bold and get out there, Kotex offered free riding of all OFO bikes for the first weekend of the campaign.
Influencers and partners shared the messaging, and with OFO’s unique in-app journey tracking feature, women could upload their journeys to the Kotex Facebook page and invite their friends to join the movement, further amplifying the reach.