“BLOOD IS THE MARK”
When blood is not a but.
Blood is not a mark of shame. Blood is the mark of strength.
"Behind every successful man, there's a woman". This ideology is still rooted in Vietnam's culture. Traditionally, men are seen as heroes, shedding blood to create value, showcasing bravery and power. While the image of blood on women is always perceived as dirty, sacrificing or imperfect.
Conversely, women's blood has been stigmatized as dirty, sacrificial, or imperfect, often associated with menstruation, losing virginity, or childbirth. These stigmas perpetuate the idea that women’s blood is impure, diminishing its significance. Social media bans on keywords related to periods further complicate efforts to educate and challenge these misconceptions about gender roles and menstrual hygiene.
A menstrual anthem aims to shadow all stigmas
and inspire what women’s blood can achieve.
During Women’s Day, Kotex x Friday decided to challenge this perceptions with a campaign highlighting BLOOD IS NOT A BUT, BUT IS A MARK. A menstrual anthem aims to shadow all stigmas and inspire what women’s blood can achieve. We want to redefine the perception of women’s blood is not something that we should ashame of but a thing to thrive.
In our hero MV, we highlight real stories and real triumphs. Featuring the best female singer, ORANGE, Oscar-nominated top female film director, Hà Lệ Diễm, and SEA-GAME gold award-winning female basketball player, Tiểu Duy, each woman sheds blood for her passion, demonstrating the power and resilience that come with it.
Our message is contagious.
We took our message to every corner of the social sphere. By collaborating with influencers and key opinion leaders (KOLs), we amplified the MV to ignite a powerful wave of healthy conversations. The result? An inspiring movement where not only girls are joining in, but men are also passionately engaging in the dialogue, breaking barriers and reshaping perceptions.
BLOOD IS THE MARK lifted the lid on the taboo subject of women's blood and took Vietnam by storm. The world followed soon.
Business Results:
+20% Uplift product value sale for Kotex Total Protection.
+30 PTS uplift product value share for Kotex Total Protection.