Modess Philippines achieved a brand first at the 5th Global Influencer Marketing Awards, bringing home a Bronze in the Most Effective Collaboration or Partnership category for the Modess 2022 #BeNextPeriodReady campaign held in cooperation with the Miss Universe Philippines Organization.
The annual Global Influencer Marketing Awards recognizes effective, creative, and inclusive collaborations that authentically connect brands with consumers and push boundaries to deliver excellence in the digital industry.
Driving word-of-mouth through the right mix of influencers and partnerships with the right organizations is key to successful campaigns and collaborations that are vital in ensuring meaningful change. Understanding this, Modess Philippines collaborated with the Miss Universe Philippines Organization to advocate for better menstrual health among young women who, owing to the lockdown caused by the COVID pandemic, were left feeling uncertain and unsure about their monthly periods.
Working with Pulse Communications, Modess Philippines mounted a multi-faceted influencer-led campaign across social media platforms, sparking engagement through influencer and community partnerships. Miss Universe 2021 Harnaaz Sandhu’s advocacy around menstrual equity perfectly complemented Modess Philippines’ #BeNextPeriodReady campaign messages, and supporting content was created by Miss Universe Philippines candidates and content creators on their social media assets.
Modess Philippines’ collaboration with ABS-CBN Foundation connected the Miss Universe Philippines Organization with young Filipinas, whereby Period Ready Kits were distributed to communities across the Philippines.
The campaign quickly gained momentum through hashtag challenges, reaching millions of young Filipinas and inspiring them to join and raise awareness about caring for their menstrual health. Apart from this, Miss Universe 2021 Harnaaz Sandhu’s speech at the campaign’s launch event, where she encouraged the youth to embrace their bodies and health positively, went global when the Miss Universe Organization shared it on its social media pages.
“We are honored to receive this award for #BeNextPeriodReady, a campaign we feel resonated with many young Filipinas by breaking the stigma around periods, and advancing education around the importance of caring for their menstrual health. We at Kenvue Philippines believe in the extraordinary power of everyday care, empowering women, particularly teenage girls, with the support, education, and resources they needed during uncertain times. Our work is far from over, and our menstrual health advocacy continues to be a point of focus,” said Jason Khu, senior brand manager for Modess Philippines.