ashley bozeman
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NTHNG by Kotex

NTHNG by Kotex

200,000 homeless women in America don't have the tools to handle their time of the month. 
We created something simple to show that donating tampons and pads is an important (and neglected) form of charity. 

 

It starts with an inconspicuous launch campaign on Instagram.
America's most trusted feminine hygiene brand hints at the tampon of dreams. 

 

Instagram

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The Instagram ads lead to NTHNG's microsite, where the curious can sign up for their free sample.

 

Mircosite with Countdown

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On International Women's Day NTHNG arrives, and it's just that: Nothing.
Kotex will work with influencers to post unboxing videos on Youtube.

 
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Once removed, a sticker located on the inside lid of the box reveals a message that urges women to donate pads and tampons to women in need. Women can then peel off the sticker on the front of the box to keep and the return label is underneath for an easy process.