I was consulted to come up with campaign ideas for the brand - Sanfe. Sanfe is brand that provides menstrual hygiene as well as personal hygiene solutions for women. The products range from Menstrual Cups, Sanitary Pads and Tampons, to Intimate Wash, Instant Pain Relief Roll On, etc.

1. Campaign Ideas for Sanfe
By Sulagna Das

2. Every single woman is fighting to prove a point to the society at this time of the century.
At every step of growing up, and growing old, women have to be extra careful of their
actions, decisions and integrity, given the state of situations in the society.
Because they don’t want to take chances in a patriarchal society, right?
They better “be safe than sorry”!
Then why do they not care about their personal hygiene?
Why are they sorry more times, than being safe?
Because, there needs to be more awareness about
“How to take better care of personal hygiene!”

3. Better
Than Sorry!

4. We have to communicate to the TG that like everything else, personal hygiene is also a
necessity for better health of women.
And that “Sanfe” is equivalent to “safety”.
The various products offered by Sanfe creates a safer & healthier ground of personal hygiene.
How do we do this?
We roll out the campaign “Better Sanfe than Sorry”, through all our marketing channels.

5. Social Media
We begin with the launch of social media teaser posts on Instagram & Facebook.
How will the Teaser Posts be impactful?
With just the Sanfe products of Intimate Hygiene and our campaign line/hashtag “Better Sanfe than
sorry”.
- The product will be the hero in this case and the message will be loud & clear with minimal copy
- The post copy will explain how important it is to take care of intimate hygiene on a regular basis to
prevent suffering from infections & such diseases

6. Social Media Post - Sample #1
Visual Cue:
The product will be in the center of the creative with relative
doodles/illustrations around it, and the copy.
Creative Copy:
Better Sanfe than sorry!
Post Copy:
It is always safer to wipe off the unwanted bacteria after using a public
toilet.
Just like they say, “better Sanfe than sorry”!
Product to be used
Design Reference

7. Social Media Post - Sample #2
Visual Cue:
The product will be in the center of the creative with relative
doodles/illustrations around it, and the copy.
Creative Copy:
Better Sanfe than sorry!
Post Copy:
Public toilets are not the ideal places to practise squats, nor to pick up
the harmful bacteria from!
So we girls “better Sanfe than sorry” with Stand and Pee.
Design Reference
Product to be used

8. Social Media Post - Sample #3
Visual Cue:
The product will be in the center of the creative with relative
doodles/illustrations around it, and the copy.
Creative Copy:
Better Sanfe than sorry!
Post Copy:
When you go the extra mile to use the best skin care product, then why
not use the right care for your intimate hygiene as well?
Absolutely soap free and enriched with tea tree essential oils, “better
Sanfe than sorry”.
Design Reference
Product to be used

9. Design Samples/References

10. Emailer
Creative Copy:
Your health is in your hands.
Just like an apple a day keeps the doctor away,
The protective products for personal hygiene
Keeps you from harm’s way.
So now you know,
Better Sanfe than sorry!
Design Reference

11. Celebrity Influencer
We can approach Deepika Padukone to endorse our brand and how important it is for
women to take care of their personal hygiene on a regular basis, because it not only
enhances their health conditions but also boosts their confidence.
Deepika Padukone would be the right fit for our brand because she’s already known for
endorsing better care of mental health and personal hygiene is related to mental health
conditions & behavioral changes in women.

12. Other Influencer Activities
We can have health influencers and female fitness instructors like Yasmin Karachiwala, to talk about
the importance of using personal hygiene products on a regular basis when they’re using public toilets.
We script stories for them with such situations where they have been relieved at the fact that they had a
Sanfe product with them at the time of need. For example,
1. When they were saved from an embarrassing situation of staining their top with sweat because
they were using sweat pads,
2. or even during situations when they nearly dodged UTI because of regularly using the intimate
wash,
3. or by having Stand & Pee on standby when they were on a hiking trip!

13. On-ground Activity
At a few Shopping Malls, Airports and Corporate Offices, we see
that sanitary pads dispenser is available in the female toilets.
We can tie up and instal such machines for our products as well.
Why?
1. Serves our purpose of spreading awareness about our
products.
2. There are more chances of someone buying something
when it is displayed right in front of the eyes VS going to a
particular site to order.
3. Buying 1 unit, or in smaller quantity, is cheaper for the TG
and hence we can target impulsive buying.

14. Blog
Through our blogs, we share information about how personal hygiene should be taken care of in
different stages of life of females.
Leading to the various personal hygiene measures that can be taken up.
There can a product suggestion for each & every personal hygiene measure.
When we share these blogs on social media, we ask our TG to participate in the
#BetterSanfeThanSorry campaign/contest by sharing their stories with us where they were
either embarrassed or dodged such a situation with the help of a Sanfe product, and we can
publish their stories anonymously on our blogs.

15. Celebrity Blog Partnership
A perfect celebrity blog on personal hygiene could come
from Twinkle Khanna for she is so blatantly open in her
statements and she has taken women empowerment to a
different level with all her writing work especially.
https://www.instagram.com/p/B93rBwyF_IC/
The same blog can be reposted on our website as well as
on all our social media channels.

16. Paid Partnerships with Celebrity Figures
A paid partnership with select few celebrities where they
post on their own Instagram handles, pictures/videos
demonstrating the need of personal hygiene products from
Sanfe and how the quality is best for females to be using.
https://www.instagram.com/p/B2bqUFABBS9/
https://www.instagram.com/p/By49ZR5hu99/
https://www.instagram.com/p/B9eEzGbAg0m/
https://www.instagram.com/stories/highlights/1797708246411121
3/?hl=en

17. YouTube
We can collab with Filter Copy and come up with a series of stories surrounding personal
hygiene of women, led by the female actors.
Thus we can show the real life struggles of regular women.
The women who do not want to come out, or shy away from expressing these kind of situations,
will relate with these episodes.

18. Thank you...