#what_nobody_talks_about

Campaign idea

Kazakhstan society traditionally does not accept the women independence and desire for personal progress. The destiny of the woman is the kitchen and children. Any demonstration of individuality, femininity and success is a strict taboo. The nation still has a concept of “uyat” – shameful, indecent behavior. Using “uyat” to stigmatize young girls who want to be vivid and bright, want to develop, and achieve their goals and talk about it. Kotex® initiated a bold online project #what_nobody_talks_about, in which we invited top-level girls-bloggers for a dialogue on traditionally closed topics. Kotex® inspired girls not to be shy about their feminine nature and call a spade a spade.

Brand name: Kotex
Advertiser / client: Kimberly-Clark
Product / service: Fem Care
Campaign name: #what_nobody_talks_about
Agency network: INDEPENDENT AGENCY
Agency: CREA Y&R, Almaty
Web address: https://www.youtube.com/watch?v=zbrJO8N7uAY
Creative director: Zhanna Burakanova
Film production: West East Service
Director: Sergey Rybakov
Additional company: Client: Marketing Director - Anar Akbarli Senior Brand Manager - Dina Sarkisyan