Young Chinese women, new to Canada, are ready to break ingrained cultural taboos – especially those around periods. U by Kotex made the conversation about periods nothing to be ashamed about by being 100% upfront. We made them fully aware about the confidence protection can bring, at a time of radical change in their lifestyle and behaviour.

To achieve this, Monsoon created a multimedia campaign involving highly targeted OOH transit posters, OLA’s, social media, and online video backed by a strong retail offer. The campaign was created by Monsoon in English but the final artworks were done only in Simplified Chinese.

The CTA took consumers to Walmart.ca for online purchase of U by Kotex.