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Lil-lets : We Are Women (12.04.2012)
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Published on Apr 12, 2012
THE WOMEN BEHIND "WE ARE WOMEN"
Darlene Smith (Marketing Director -- Lil-Lets)
As the Marketing Director at Lil-lets Darlene Smith had quite a task ahead of her. The challenge when tackling the new Lil-lets campaign was finding a way to speak to every woman in South Africa, no matter what race, culture or ethnicity, between the ages of 11 and 45 - a group that is anything but homogeneous. 'We wanted to achieve a deeper emotional connection with Women, to speak in a way that respects and understands them while providing them with a range of sanitary solutions they have trusted for decades', says Smith.
'The 'We are Women' campaign was therefore a natural progression from our previous campaign 'Designed by women for women', and by understanding the social, cultural and often emotionally charged realities of being a woman we believe that women will appreciate our new direction. After all, who better understands women and their needs than other women,' says Smith.
The 'We are Women' campaign is more than a TV commercial. A run of 11 print adverts has been created to go into a range of different magazines. Online a 'We are Women' Facebook page and website have been created and this will allow for a comfortable and private space where women can interact with a female gynaecologist that can answer any concerns. The new Lil-lets brand messaging is aimed at making a change within the feminine hygiene products communication landscape.
The Lil-lets "We are Women" campaign is a first for female communication in South Africa. By truly understanding what it means to be a woman, femininity can be celebrated in a sincere, meaningful and insightful way. It is more than just an advertising campaign. It shifts the paradigm for women and creates a movement in which women of all ages, from around the world, realise just how wonderful they really are. This is what sets Lil-lets apart with a capturing and empowering campaign created for women by women. For more information visit www.wearewomen.co.za.
Sonja Fahn (Art Director -- M&C Saatchi Abel)
Sonja Fahn is not embarrassed to talk about periods but knows that many women in South Africa are.
When given the opportunity to have a grown up conversation with South African women she rolled her sleeves up. No talk about wings or absorbency! Instead, a chance to create a rallying cry for women and a way to connect roughly half the population with the Lil-lets brand and each other.
With a background in graphic design, years of experience in advertising and the credentials of actually being a woman, a wife and a mother, Sonja is perfectly placed to meet the challenge faced by Lil-lets: How to make women in South Africa love your brand.
"I realized that I had never before been spoken to by the media in a real and honest way and that I probably wasn't alone in this. Lil-lets is the only brand in this category with a complete range of products to cover every preference or budget; is also designed by women; and is thus uniquely positioned to communicate with women as one of them. This campaign is unique in that it celebrates women in a meaningful and inspiring way." says Sonja.
Erica Brumage (TV Director - Groundglass)
As a TV commercial director Erica Brumage naturally found that during her commercial directing career she had been offered many commercials for feminine hygiene products. They were mostly show-and-tell, with the usual rather uncomfortable-making demo sequence with 'blue goo' and a relieved-looking woman at the end.
'Never before have I had the opportunity to direct a commercial which was conceptually light years beyond them, a profound and truthful communication created and driven by a brave and innovative agency and client team who weren't afraid to put their target market ahead of the product they were selling. I feel confident that as a result the commercials will win many hearts. It was a wonderful chance to uplift, engage, and celebrate being women, and I feel very privileged to have been part of the process, 'says Brumage.
The 'We are Women' campaign is more than a commercial as it will allow women to embrace their challenges, successes and realise their greatness. For more information visit www.wearewomen.co.za
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