Progress Feels Like

Progress isn’t comfortable. But neither are women.

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In an category seeing many new brands enter with beautiful packaging and celebrity endorsers, Kotex needed to build brand love on deeper emotional level. As a global brand founded on fundamental progress for women, and in a world where threats to women’s progress feels palpable, we knew there was an opportunity for the brand to authentically shine and connect in this moment.

In a 2023 Kotex global study, 60% of women said progress is lacking. With half saying that the world feels like a more uncomfortable place for them than ever before. From education bans to period poverty and personal decisions to physical violence—millions of women feel overwhelmed, unseen and alone.

 

In the lead up International Women’s Day 2024, Kotex Global met the moment at scale by launching the "Progress Feels Like" campaign on every continent to help spark action, cultural conversation and raise visibility around the barriers many women continue to feel across borders. When most celebrated all the progress made, we confronted the harsh realities for women feeling it slip away. First by releasing a film in 23 markets around the globe, and inviting women to share what #ProgressFeelsLike in their own lives. Then, efforts on the ground took aim at the threats to progress through activations from Brazil to Turkey to the U.S. to Kenya to Vietnam, to combat injustices and scale it with NGO partners like She’s The First, Girl Up and Plan International. 

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Directed by award-winning filmmaker Jaci Judelson, produced by Rakish and edited by Amanda Moreau of Nomad Media, the provocative two-minute film, released in 9 languages, ignited the campaign, capturing 61MM views worldwide, 57 MM global impressions with 100% positive mentions. 

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