Action features the participation of athletes Sarah Menezes, Rebeca Andrade, Karen Jonz and Chloé Calmon
Intimus presented the new project “Movimentos de Progresso”, reinforcing the creative expression “We haven’t come this far to stop here”, a global action announced in January, which endorses the brand’s positioning “Menstruated or not, she can”, encouraging women, in different areas of activity, to share the progress in their lives.
Inspired by the story of judoka Sarah Menezes, who won one of the main Brazilian judo medals while menstruating, Intimus and the Soko agency created a video that shows the athlete remembering her journey.
“At a time when several athletes, once again, are showing their strength and discipline, we want to reinforce their protagonism and give light to their stories to share moments of overcoming and inspire so many other girls and women. The project’s narrative proposes a reflection to society as a whole about the importance of valuing women’s movements and reinforcing that they can achieve much more, whether menstruating or not”, explains Maria Claudia Toffoli, marketing director for the women’s and adult category at Kimberly-Clark Latin America.
After the kickoff, gymnast Rebeca Andrade will get into the action sharing stories she has experienced throughout her career as a world champion and the stigmas she has faced throughout her career, bringing even more power to the initiative through Instagram and TikTok.
In addition to her, other athletes will join the movement to tell their own stories, such as skateboarder Karen Jonz and surfer Chloé Calmon who will share exclusive stories from their trajectories with the aim of encouraging other women, from other spaces, to share movements for progress.
“Being able to talk about menstruation openly within mostly male spaces and proving that it is not an impediment to our progress is revolutionary. That’s why Sarah’s story was our great reference and inspiration in the campaign”, says Nayara Lima, creative leader of the Soko agency project.
The campaign includes Media and PR actions, with activations on Meta and TikTok for Intimus’ social networks, online video, connected TV and streaming platforms. For greater amplification, a team of influencers joined the project, such as the brand ambassador, Bibi Tatto, as well as names such as Camila Pudim, Rafa Moreira, Gabie Fernandes and Vih Bueno.