a greener time of the month
campaign proposal ecoflo • campaign proposal
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ecoflo • campaign proposal
table of contents 4 introduction 6 research
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7 background 8 google survey 9 testimonials 12 interviews
14 logo 17 color 18 typography
business system
21 business card 22 letterhead 23 envelopes
campaign materials 25 campaign strategy 26 bus ads 27 posters 28 billboard 29 event tent 30 website 31 instagram 32 facebook 33 hat 34 t-shirt 35 print materials 36 brochures 39 postcard 40 pins 41 stickers 42 kit
brand identity
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budget
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schedule
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4 introduction
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background While reusable menstrual products have become more popular in recent years, it has still been difficult to educate the public about the various benefits they have. Popular brands like Thinx, LunaPads, and Diva Cups were among the first to revolutionize the market and demand that we not only break stigma, but consider more sustainable -- and for some, more convenient -- options. Despite this, Newsweek.com cites that in 2015, U.S. consumers spent over $3.1 billion on pads, tampons, and liners. In addition, Harper’s Bazaar states that on a yearly basis, 12 billion pads and 7 billion tampons end up in landfills. By marketing our campaign towards pre-teens/teens and their parents, we hope to both raise awareness for reusable menstrual products and encourage open discussion of periods to break stigma. Emphasizing the harmful impact that disposable pads and tampons have on the environment will encourage those starting their periods to explore other options from the beginning and make eco-friendly choices.
mission statement Our goal is to educate younger audiences about the different kinds of reusable menstrual products and show that they are accessible, economical, and environmentally friendly. We aim to raise awareness and advocate for these products that promote a healthier and more sustainable lifestyle by targeting pre-teens (and their parents, who can educate them) and showing them how they can be more environmentally conscious while they are starting their periods.
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6 research
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background To find out more about reusable menstrual products and what the current market for them is like, we conducted local research including an online survey, interviews with schools, and also interviews with individuals who have already made the switch to reusable menstrual products. This helped us to get an idea of what people currently know about products such as the menstrual cup and reusable cloth pads, and how people learned about their periods.
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survey We conducted an anonymous online survey and shared it through social media, gathering 90 responses in less than a week. Our goal was to get a better idea of how familiar people in our age group were with reusable menstrual products. Using this information, we were able to see what was the most impactful in terms of learning about periods and the thoughts surrounding reusable menstrual products. We used these statistics to move further on with our research, collecting testimonials and interviewing individuals and schools.
Would you want to try reusable menstrual products?
How did you learn about your period?
55.6% Yes
75.3% From school
30% No
24.7% From mom
14.4% I already use
Were you taught about menstrual products in school? If so, when?
47.5% 5th grade 28% No 11% 4th grade .12% middle school
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Have you heard about reusable menstrual products? If so, where?
53.6% Online 20% Friends 26% Other
testimonials We interviewed individuals who have already made the switch to reusable menstrual products. We asked about their experience and whether they would recommend it to others or not, finding that they had mostly positive comments.
christina – menstrual cup Christina is a 20 year-old student who began her period at age 11. She learned about periods in school during 4th grade, and began using pads before transitioning to tampons at age 15. She took the initiative to research cheaper options for periods and learned about the menstrual cup on her own. 1) How long have you been using your menstrual cup? I first bought my menstrual cup 8 months ago. Since the cup had such a high learning curve, it took a couple of cycles before I could fully use the cup. 2) Why did you decide to make the switch? How has your experience with your cup been so far? I read so many positive aspects of the cup such as they hold more blood compared to tampons. At the time, I saw this documentary about homeless women suffering because they cannot afford any sanitary products - basically they had to free bleed. I bought the menstrual cup as a more economical option. Though, the tampons I would’ve bought every month would be donated to homeless women. 3) Were there any difficulties you had when you first started using your cup? And do you have any tips for new users? At first, I could not figure out how to insert the cup. After a few adjustments and practice, I was able to fully use the cup. For new users, remember to relax otherwise your muscles will contract and make it harder to insert. Also, try all the folds for insertion. What works for your friend may not work for you and that is totally fine.
4) What would you say to someone who is hesitant to start using menstrual cups? At the very least, you should give menstrual cups a try. They produce less waste and holds more blood. Also since you just dump the blood down the toilet, the trash can is not holding used tampons making the bathroom smell. Most menstrual cup companies have a satisfaction guarantee meaning if you picked the wrong size, they will send you a replacement for free.
emma – menstrual cup Emma is a 21 year-old student who began her period at age 12. She learned about periods from her mom first at age 10, but was not educated about them in school. She began using tampons one year after starting her period, and learned aboout the menstrual cup when she started researching more budgetfriendly feminine products. 1) How long have you been using your menstrual cup? I’ve had the cup for about 4 years now. 2) Why did you decide to make the switch? How has your experience with your cup been so far? I was really stingy and tired of burning a lot of money on tampons and pads that I would go through like nothing. I can’t remember how I got to the mooncup, but the testimonials were great with respect to duration for only $30, so I was eager to try it. I haven’t turned back since. 3) Were there any difficulties you had when you first started using your cup? And do you have any tips for new users? I definitely had my fair share of difficulties getting used to the cup. The biggest thing I had to learn was the idea of a proper seal. You can’t insert the cup and go back to make sure it’s fully opened, you’re essentially breaking the seal by doing that. Once it’s been inserted and you feel the pop, leave it alone! It’s all about pressure and mass up in there. If you insert the cup and go back
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to check it’s opened up you’re filling that cavity with air. Once you leave it alone you have that pocket of air PLUS your menstrual flow trying to go into the cup. The pressure from the air inhibits the cup from being filled, so the air in the cup pushes out of the vagina and takes with it some fluid. I call those the bubbles; as soon as I felt bubbles down there I knew I messed up the seal and was leaking. However, if you insert the cup in a folded manner (I dip one side of the lip inside the cup) and let it pop inside the cavity, you have a squeezed cup inside with a right seal. This means that as fluid flows it will expand the folded cup and do its job! That one definitely took practice to get down, but once you get the idea of the seal you can have the cup in for 8+ hours with no worries unless you have a tremendously heavy flow. When in public and you know you need to get rid of the fluid make sure you wash your hands thoroughly beforehand and go to a private bathroom if you can. That way you won’t feel pressured to get out quickly or feel nervous about people hearing what you’re up to. Be comfortable with your body! Menstruation is a natural, annoying, female process and we do what we can to make it as manageable as possible. 4) What would you say to someone who is hesitant to start using menstrual cups? For someone who is hesitant about using the cup I would ask them if they care about saving money and if they’re okay with blood. If so, I’d encourage them to take the dive. It’s been so worth it for me and I can’t stand going back to tampons or pads if I don’t have my cup around me. When I feel the tampon or pad it makes me feel gross and almost like in a temporarily out of service state; the cup takes that away. I feel comfortable in my skin even on my period and that matters a lot to me. I love the mooncup and will never go back!
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taylor – reusable pads Taylor is a 20 year-old student who began her period at age 12. She first learned about periods in elementary school, and started out using pads. She actively searches for ways to make more sustainable life choices, and switched over to reusable cloth pads after doing her own research. 1) How long have you been using reusable cloth pads? About 4 cycles. 2) Why did you decide to make the switch? How has your experience with your pads been so far? I switched because it’s another step to reduce waste and support sustainable options. So far I’m really happy with the switch. Getting my period isn’t nearly as bad knowing that each time I get to support a good cause/mindset. Also, using my Diva cup in combination with the cloth pads has made the whole process more sanitary I think. 3) Were there any difficulties you had when you first started using cloth pads? Because I also use a menstrual cup, the only problems I had when I switched to cloth pads was that if I lost them (I only have four) then I’d have to keep washing them during my cycle. 4) Do you have any tips for new cloth pad users? My tips would be get pads that fasten well so you can be comfortable and try to store them in a specific place so you don’t lose them! Also get a menstrual cup too--if you have a heavy flow, your cloth pads probably won’t last long otherwise. 5) What would you say to someone who is hesitant to start using cloth pads? Cloth pads are just as sanitary as disposable ones. If you are really concerned with cleanliness then buy 7 pads, one for each day, or buy a menstrual cup. That way the pads will only be there if you have a slip up. In my opinion cloth pads are way more comfy too and don’t have the sticky part that can sometime snag you. Also, think of the environment!
survey testimonials We interviewed individuals who have already made the switch to reusable menstrual products. We asked about their experience and whether they would recommend it to others or not, finding that they had mostly positive comments.
I love that I could pay for one product and be able to use it for years!” Usable products reduce a lot of waste from pads and tampons and they are just as sanitary and comfortable. Whether you have a light or heavy period, you can find usable products that can care to your needs. Also, it makes that time of the month a little more bearable knowing that you’re putting in effort to be more environmentally conscious and reduce waste!”
They are AMAZING. I was the girl with a heavy flow and would go through multiple super tampons a day. Menstrual cups can stay inside for 12 hours and there is very low risk of toxic shock syndrome. When used correctly, there is no leakages and it allows me to exercise and go about my day regularly. I only empty out the cup twice a day on a heavy day. It has also shortened my period from 7 days to 5 days and helped with my cramps. I highly recommend.” I really love diva cups and menstrual cups in general. They honestly made it so when I had periods (I don’t currently have them due to birth control.) I didn’t feel like I did unless I had cramps or other side effects. I loved that they made it so I could only pay for one product and be able to use it for a year.”
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interviews We also reached out to local schools in Davis order to get an idea of what public education covers in their curriculum about periods. We asked a couple of elementary schools the following questions: 1) Do they have programs to teach students about period/menstrual products? 2) Who is in charge of the program? 3) What grade is that done in? 4) What kind of information is provided to students? 5) Would schools be willing to provide students with information about reusable menstrual products?
laura shapiro
kathy froman
I do teach the students about menstrual periods during our “family life” unit. We teach it in both 5th and 6th grades. We spend about 2 weeks on this whole topic that includes male and female anatomy, changes during puberty (which includes menstruation), and fertilization for 5th grade and basically the same information in 6th as a review and additional information about STD’s.
I am one of the teachers at North Davis that teach this unit. Throughout the Davis School District, the reproductive system is taught by the science teachers. It is covered in fifth and sixth grade. Students in fifth grade learn appropriate reproductive system anatomy structure and function. Boys and girls learn together about all parts of the reproductive system. Menstruation is covered, I don’t provide any kits and I do talk about disposable pads and tampons. I do not talk about reusable products. We encourage students to talk to their parents, older sisters, aunts, etc. about personal preferences for dealing with monthly flow. Our class is typically 3 weeks long (4 times per week, 40 minutes per day).
science teacher at birch lane elementary
We watch a couple of different videos about puberty that mention menstruation and the products you can use. I also cover it in class. We have actually changed our process recently. We no longer separate by gender for any part of the lesson so I have found that I don’t go as in depth on the topic of menstruation because everyone is more uncomfortable talking about it so they don’t ask as many questions. I have a voluntary lunch time talk for those kids that are interested, but not everyone comes. I have not mentioned reusable menstrual products in the past, but now that you mention it, I will! We have just covered the basics of pads and tampons and how those work. We do not supply anything to the students. We just do a demo of how they work.
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science teacher at north davis elementary
In sixth grade, students review what we learned in fifth grade and add more topics such as birth, fetal development, healthy choices, peer pressure and any other topic that comes up. This course is also about 3 weeks long.
13 brand identity
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logo design
Ecoflo’s logo is clean and simple. The word “flo” is a play on the euphemism “Aunt Flo”, which is sometimes used to refer to periods. The cursive brings a feminine aspect to it, hinting at the main aspect of the campaign. The colors are a variation of pink and green in order to subtly add the element of femininity and eco-friendliness. The tagline “A greener time of the month” is essential in order to give people insight as to what the campaign is about.
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logo dimensions
x-height
akrobat, extra bold tracking: -14 akrobat, regular
black and white logo
clear space around logo and tagline = 1x
x
logo on solid color background
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logo proportions
logo misuse
switching colors
using unspecified colors
if x-height is < 3 inches drop shadow = .03 inches if x-height is > 3 inches drop shadow = .05 inches
1 inch logo x-height=1 inch
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removal of circle
distorted proportions
color & pattern
CMYK: 59, 0, 31, 0 RGB: 95, 187, 189 PMS: 570C #5fc4bd
CMYK: 33, 93, 21, 1 RGB: 174, 54, 24 PMS: 675C #ae367c
The pattern is for use only on solid colors in the graphic standard. It is used as a repeating element throughout the business system and other print materials like the postcard.
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typography logotype
Freeday Script
A B C D E F G H I J K L M
N O P Q R S T U V W X Y Z abcdefghijklmnopqrstuvwxyz 123456789 logotype and headers
body copy
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Akrobat ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789 Roboto ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 123456789
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business card back front
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letterhead back
front
a greener time of the month February 22, 2018 Jane Doe 1432 Market St, San Francisco, CA 94103 Dear Ms. Doe, Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, cons ectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat, vel illum dolore eu feugiat nulla facilisis at vero eros et accumsan et iusto odio dignissim qui blandit praesent luptatum zzril delenit augue duis dolore te feugait nulla facilisi. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Sincerely, Christine Okazaki
ecoflo • 1500 market street, san francisco, ca 94103 • 650.438.2485 • ecoflo.org
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envelope front
back
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24 campaign materials
campaign strategy Our campaign will start on GoFundMe. Through fundraising and donations, we will receive funds to launch the beginnings of our campaign. We will also approach brand name companies like GladRags and DivaCup for sponsorships.They have already established themselves in the reusable menstrual product market, and could benefit by broadening their range of consumers through our campaign, which targets an audience they do not specifically cater to. Schools within the San Francisco district will receive 4-5 kits (1 reusable cloth pad, 3 stickers, 2 pins, 3 brochures) initially. Teachers can present the kits along with the curriculum on periods, and inform students about reusable menstrual products. Schools who are interested in receiving more kits to distribute to their students can sponsor Ecoflo in order to receive more.
audience Our primacy audience is 11-15 year-old females in the city of San Francisco who are just starting their periods. Our campaign focuses on distribution within the San Francisco Uni ed School District, which has a student population of about 56,000. We will also target studentsâ&#x20AC;&#x2122; parents and older women of middle to upper class, around age 35-50 years old with an average income between $110,000 to $170,000. They are often the ones teaching their children how to deal with menstruation. Elementary school, middle school, and high school health teachers and nurses will also be a part of our audience, since we will be encouraging them to share more about reusable menstrual products.
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bus ad
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posters & flyers
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billboard
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event tent
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website
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instagram profile
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hat
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t-shirt
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print materials
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brochures front
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back
a normal tampon absobs 12-15 mL of blood, but a menstrual cup holds 20 mL of blood!
“when used correctly, it doesn’t leak and allows me to exercise and go about my day regularly”
Menstrual cups are a more environmentally friendly option to tampons. Plastic tampon applicators are often flushed into oceans, where they float for decades and can be eaten by marine life. In just one year, a cup can replace about 200 tampons! In addition, tampons are often bleached with harmful chemicals. Tampon use is also linked with occurence of toxic shock syndrome (TSS).
Insertion: Wash hands. Fold the cup and insert. Use lube if necessary. Once inside, the cup will pop open and create a light suction. When the cup is properly inserted, it should not leak. Removal: After up to 12 hours, pull stem to break suction on the cup. Rinse cup before re-inserting if possible. Cleaning: Boil or soak the cup in a cleaning solution.
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brochures outside
inside
fold 3
fold 4
fold 1
Cloth menstrual pads are the reusable alternative to sanitary napkins. They are commonly made from layers of absorbent fabrics, most commonly cotton. There are pads for every kind of underwear, from briefs to thongs. Properly cared for cloth pads can last about 5 years! That means one cloth pad alone can replace hundreds of pads and pantyliners. Once the pad has passed its lifetime, it can be even be composted, whereas the plastic in disposables can last for decades.
Most cloth pads are now manufactured with snap-on buttons on the bottom, so they wrap around the underwear like pads with wings. The cloth pads should be changed as often as disposable ones are, usually around 4-6 hours depending on the userâ&#x20AC;&#x2122;s flow. As with other pads, oversaturation leads to leakage, and leaving the pads on for too long may result in odor and more chance of infections.
Cleaning
fold 2
To maintain the cleanliness and longevity of the cloth pads, users should follow the brandâ&#x20AC;&#x2122;s recommended cleaning procedures. Commonly, cleaning involves rinsing the used pads in cold water and soap or other cleaning solutions. Then, the pads should be washed, either by machine or by hand, and either machine-dried or air-dried, as specified by the instructions.
Outside
When away from home, most users carry a waterproof bag containing fresh cloth pads. This bag often contains a separate compartment to put used pads in as well. Many brands construct the pads so they can be folded in themselves and shut closed for easy cleanup and storage after use.
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brochures outside
Period underwear is underwear that can be worn as a substitute or supplement to other menstrual p roducts. P eriod underwear come i n three types. T he first i s leak p roof underear t hat are designed with a leak-proof lining to p revent leaks t hrough clothing; t hese are designed to b e worn with a n additional menstrual product. S econd i s absorbent underwear, c onstructed w ith absorbency sewn into the underwear. The last is pad holding underwear, which holds removable cloth pads that can be r eplaced a fter u se. P eriod underwear a re generally u sed f or light b leeding days, rather than for heavy flow use.
inside
To maintain the cleanliness and longevity of the period panties, users should follow the brandâ&#x20AC;&#x2122;s recommended cleaning procedures. Commonly, cleaning involves first rinsing the used panties in cold water and soap or other cleaning solutions. After that, the underwear should be washed, either by machine or by hand, and either machine-dried or air-dried, as specified by the brand instructions.
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postcard ecoflo 1500 market street, san francisco, ca 94103
a greener time of the month ecoflo.org @ecofloperiods
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/ecofloperiods
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in the US, 12 billion pads and 7 billion tampons are thrown away yearly learn more about how to save the environment and your wallet on your next period!
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pins
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stickers
i love my
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kit
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deliverable Posters Brochures Cup Underwear Pad Letterheads Envelopes Business Cards Stickers Pins Pouches Baseball caps Shirts Event tent Website (12 months) Billboards (6 months) Bus shelter ads (3 months)
quantity
cost
1000
$120
1000 1000 1000 1000 1000 1000 3000 1000 1000 500 1000 1 1 3 6
$530 $700 $770 $400 $200 $58 $285 $300 $2,500 $7,335 $5,390 $400 $17/month $3,000/month $5,000 for 10 units/month
total
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ecoflo â&#x20AC;˘ campaign proposal
$57,792.00
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week 1-2
week 4-5
Brainstorm Creative Brief
Solidify Campaign Identity Design Promotional Materials Campaign Proposal Print Promotional Materials
Idea Development
Project Production
• Mission • Strategies • Audience:
Changed from young adults to pre-teens and teens during this stage
week 2-4
Research Case Studies Editorial • History
cultures, products and education related to menstruation
• Statistics
pros and cons of reusable and disposable products
• Survey
Online Google form asking 90 people about their education and knowledge of menstrual products
• Interview
students from the survey who have used or is using reusable menstrual products
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week 6-8
Campaign Launch Release All Ads Send Out Brochures • Schools • Doctors’ Offices
week 5-6
Following Year
Make Contact
Expand
PR Preparation • Schools
ask to add reusable products to their curriculum on menstruation
• Advertising Companies discuss bus shelter ads
• Doctors’ Offices
Further Development • School Districts • More advertising space
Maintain
• Active social media accounts • Updated website
ask to display our posters and brochures
• GladRags, DivaCup, etc discuss sponsorship
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ecoflo 5100 Market Street, San Francisco, CA 94103 650.438.2485 ecoflo.org ecoflo@ecoflo.org
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