Kotex has used the upcoming International Women’s Day to reveal an activist attitude. The brand has launched an initiative called #ProgressFeelsLike with Chicago agency, Capital A, that addresses the slow grind to equality for women and urges women worldwide to share their view of what progress truly feels like in their daily lives and in the world around them. When so many are celebrating women’s progress around March 8, Kotex’ #ProgressFeelsLike honours and addresses the stark realities where progress falls short, igniting a movement towards a more just and equitable world.
The initiative has its roots in a global study conducted in September 2023, through which Kotex uncovered that nearly 60% of women feel that the speed of progress is either stagnant or moving slowly for them. Furthermore, the feeling of lack of advancement for women is relatively stronger among the younger generation.
The campaign film departs from clichéd narratives by rejecting the sad, tear-jerking tropes and overused empowerment narratives. Instead, it delves into real-life experiences, highlighting harsh realities and women’s tenacious resilience in the face of it. The branded film challenges norms, notably with a deliberate choice to showcase the product only once. In one sequence, a shop owner can be seen furtively wrapping sanitary napkins for his customer, highlighting societal discomfort and stigmatisation about women’s periods persisting today. The film is a dynamic mix of archival footage and live action to depict women’s experiences across cultures and continents authentically, portraying the ongoing struggle for women’s rights.
AJ Hassan, Capital A executive creative director and writer, who also worked on Always campaign, About A Girl, laid the foundation with a script that brings the complexity of progress into the limelight. “The script was written to capture what progress feels like for women, intimately and collectively.” She aimed to inspire resilience and togetherness, reflecting a truth that progress is not guaranteed and often hard-fought.
Despite the campaign’s heavy female influence, including Kotex leaders, Sarah Paulsen and Katie Nikolaus, at the helm, the crew was not exclusively female, featuring talented men in pivotal roles. Director, Jaci Judelson, explained, “Our brothers are out there with us, contributing to the narrative and the fight for equity. This collaborative spirit is crucial; it emphasises that the journey towards progress involves everyone.”
Preston Garrett, managing director at production company, Rakish, noted, “From the outset, this project was recognised as a unique opportunity, far exceeding the realm of ordinary content creation. The Kotex campaign aligns perfectly with Rakish’s ethos to craft work that is not only innovative but also carries profound significance. It allowed us to push our creative limits and engage with issues of genuine importance. Given the rarity of such projects, we had no choice but to invest our all. There wasn’t a single thing I wasn’t prepared to do to ensure its success.”
Credits:
Client: Kimberly-Clark
Head of Consumer Engagement – EMEA – Personal Care: Alexis Rice
Global Lead – Content, Creative and Design, AFC bands: Sarah Paulsen
Global Director – Content, Creative and Design, AFC Brands: Katie Nikolaus
Agency: Capital A
Chief Creative Officer: AJ Hassan
Executive Producer: Lindsey Brusnighan
Production Company: Rakish
Director: Jaci Judelson
Managing Director & Executive Producer: Preston Garrett
Executive Producer: Gabe Reiter
Head of Production: Heather Weinstock
Head of Sales & Creative Producer: Chiara Useche
Line Producer: John Malina
Creative Director: Spencer Hord
Creative Coordinator: Annie Colao
International Production Service: Cake Film Amsterdam
Editorial: Nomad NYC
Editor: Amanda Moreau
Assistant Editor: Matthew Cornelius
Executive Producer: Julia Williams
Producer: Nicole Murray
Flame: Steve Morris
GFX: Tasayu Tasnaphun
Colour: King of Birds
Colourist: Aubrey Woodiwiss
Mix: Sonic Union
Audio Engineer: Rob DiFondi
Original Music by Halo Music & Sound
Founder & Creative Director: Peter Gannon
Music Supervisor & Partner: Molly Salas
Composer: Matt McGinley
