Agencia was the winner of the Grand Play, from YouTube Works 2022, with the case #DeixaFluir for Johnson & Johnson
At the end of last month, the market met the winners of this year’s edition of the YouTube Works Awards, an award that aims to recognize brands that make the best creative use of YouTube and that, at the same time, build a strategy capable of achieve significant business results.
The ceremony, which took place at Pavilho Pacaembu, in So Paulo, revealed the winners of YouTube Works, in which 9 works in five categories competed. The winner of the night was the #DeixaFluir case, by Johnson & Johnson. The work, created by the quintet formed by Wunderman Thompson, J3, Spark, Fleishman and Rpretas, took in the Business Impact and Social Impact categories, in addition to the Grand Play. Click here to see all the YouTube Works Awards winners.
In #DeixaFluir, Johnson & Johnson merged the brands Semper Livre and Carefree with the aim of bringing to light the reality of menstruation and allowing people to treat menstruation in a more natural and dignified way. In the first moment, there was a great movement of the product that was a cry of freedom to the fluids. In the second moment, we shed light on the issue of menstrual dignity, claiming the rights of people who menstruate, explained Ticiana Gomes, executive director of business at Wunderman Thompson Brazil.
In the interview below, the agency’s executive talks about how #DeixaFluir came about, the results of the action, among others.
How was #DeixaAFluir born?
#DeixaFluir is born from the certainty that people can and should talk about their health, understand their bodies and fluids to deal with them in the best way, regardless of the pressures of society. And it is also born from the desire to do something different from the category, which often romanticizes fluids and puts aside current conversations about vaginas. We acted like leaders and had the courage to break the pattern. We talk about the intimate health of people with a vagina without stigma and without fear to transform the category, bringing important conversations and more connected with people’s reality. Transforming people’s lives means changing the patriarchal culture that subordinates bodies. That’s why Johnson & Johnson brought together Always Free and Carefree in a single platform to fight taboos not only on the five days of menstruation, as the category does, but on the entire menstrual cycle.
We unite Semper Livre and Carefree under a single vision to show the reality of menstruation and allow people who menstruate to flow more naturally and with dignity. We work on two fronts. In the first moment, there was a great movement of the product that was a cry of freedom to the fluids. In the second moment, we shed light on the issue of menstrual dignity, claiming the rights of people who menstruate. If the category speaks of overcoming, we speak of the naturalization of fluids. If society is silent, we initiate dialogues. If the category codes are female, we extend them to all people with a vagina. If the reality about menstrual poverty is, we raise the debate about dignity.
What were the results achieved with this initiative?
We achieved the highest engagement in the history of the brands and leadership in differentiation. We were the only ones to grow in brand remembrance and conquered penetration in millions of new homes even with the category in decline. When it comes to using culture as a tool to transform lives, there are results that go beyond the universe of advertising and brands. We were the first in Brazil to include trans men in the communication, and in partnership with Unicef, we helped more than 7000 people affected by menstrual dignity. And, on top of that, after five months of this movement, the government approved the law that guarantees access to sanitary pads for needy people. People flowed so much that no taboo will stop the flow of menstrual freedom and dignity.
How important is it for the brand, in your opinion, to address topics like these?
#DeixaFluir is more than a communication platform: a courageous way to fight the taboo and create brand value through urgent conversations that were stuck in silence.
Menstruation and the relationship with body fluids are a cultural taboo. But before that they are part of health care and for Johnson & Johnson health should not be taboo. And in Brazil, more than 11 million people live in a scenario of lack of menstrual dignity. Bringing this topic up with more courage, with a more real look that takes equity and inclusion into account, not only benefits our brands, but also the whole of society. Our wish is that everyone can let it flow freely, naturally and with dignity and that they have the necessary conditions for this to happen.
What was it like knowing that Wunderman Thompson won this year’s Grand Play?
We were very happy and fulfilled with this award. The Grand Play awards the campaign that best demonstrates effectiveness, creativity, innovation, use of data and results for the brand’s business. In addition, gaining prominence in this award will be recognized on a platform where real conversations take place. And, especially, when we are talking about work with this level of impact on people’s lives, this recognition is even more relevant. It’s not just about creativity. It’s also about opening conversations and being part of the culture transformation. this is what we seek for our brands here at Wunderman Thompson Brasil.
How relevant is YouTube Works to the market?
Youtube Works is a very relevant award for highlighting the best content that is shown on this platform that is so lived and loved by the Brazilian people. An award that brings together the best of content in one of the most relevant platforms in current communication.
