Johnson & Johnson China runs women's hygiene musical campaign

In its first few hours following the launch, the campaign generated 40,000 votes on social media site Kaixin001.

The song lyric was written by its ECD Awoo Lai and emphasises the mood swings and suffering women experience during menstruation, which means they need to be treated with care.

This marks a departure from the stereotypical women’s sanitary pad TVCs, which often feature blue skies, sunny weather and young women in white trousers dancing, jumping up and down and cycling.

Tan Tze-Kiat
, MD for Greater China at BBDO, said, “Our latest Stayfree campaign taps into a deep insight where women still need to feel extra care during those special days. This is also the first time ever a menstrual period song for women has been created."

Tan added, "We believed every strong woman has a weak or vulnerable side during that period. We hope all ladies will reach out for extra care."