J&J Stayfree – My First Pad

What It Is

"My First Pad" was an innovative, Cannes-awarded project developed for Johnson & Johnson (Stayfree line) that created a hybrid educational tool combining physical and digital elements. The project aimed to facilitate dialogue between mothers/guardians and their daughters about menstruation, a topic often surrounded by taboos. The kit included mini pads, miniature underwear for dolls, and an educational mobile game developed in Unity, creating a playful and informative experience to prepare girls to face this natural process with confidence and knowledge.

Responsibilities:

• Serving as Digital Producer at DM9(DDB), managing all stages of project development, from conception to launch.
• Coordinating the multidisciplinary team involved in the project, including designers, developers, writers, and women's health content specialists.
• Managing the Unity game development, ensuring user experience quality and appropriateness of educational content.
• Supervising the production of the kit's physical elements, ensuring harmonious integration with the digital experience.
• Constant alignment with the client (Johnson & Johnson) to ensure the project met the brand's objectives and respected guidelines for communication about women's health.
• Schedule and budget control, ensuring project delivery within established timeframes and resources.

Project Components:

Highlights:

• Development of an innovative approach that combined physical and digital elements to address a sensitive topic in an accessible and educational way.
• Creation of expert-validated educational content, ensuring accurate and age-appropriate information.
• Implementation of game mechanics that made learning about menstruation an engaging and positive experience.
• Development of a narrative that promoted open dialogue between generations, helping break taboos about women's health.

Results:

• International recognition with an award at the Cannes Festival, one of the world's most prestigious creativity events.
• Positive social impact, contributing to education about women's health and reducing stigma around menstruation.
• Strengthening the Stayfree brand positioning as an ally in women's education and well-being from childhood.
• Establishment of a new paradigm for educational campaigns in the feminine hygiene products sector, combining physical and digital elements.