Coop Prix puts menstruation on the agenda

Right now, 300 million girls and women are menstruating - which should be the most natural thing in the world. But Norway is currently characterized by a lot of negative attitudes towards menstruation. 60% of women aged 15-36 feel they have to "pull themselves together" and 82% of Norwegian girls aged 15-19 feel dirty when they have their period.

Coop Prix Mens Club aims to help break taboos around menstruation and normalize something as everyday as this. As a Coop member, you are automatically a member of the Mens Club and receive a 50% discount on all menstrual products at Coop Prix.

In June 2022, PHD and FUSE challenged Aller Media with an idea for a stunt at the ELLE gala. They wanted to create buzz around Coop Prix Mens Club and the taboo of menstruation with the help of influencers who would challenge the norms by wearing bold dresses that symbolized menstruation.

How could Aller Media's toolbox strengthen this idea? And at the same time tie Coop Prix and Mens Club more closely together?

Challenging norms around menstruation

Coop Prix had entered into a partnership with the ELLE gala, and Aller Media was tasked with connecting the gala to Aller Media's universe using its own channels.

The goals during the campaign period were to achieve 66% awareness in the target group of women aged 18-34 in just four weeks, to strengthen the association between Coop Prix and Mens Club and for 47% to realize that Coop Prix is the sender of the campaign.

The aim was also to raise awareness of the ELLE gala and increase the dialog around taboos related to menstruation.

Commercial solution spread editorially

Aller Media chose to split the campaign into 3 phases.

The first phase was about creating awareness and preparing the audience for the campaign's message.

- We wanted to put the event on the news agenda, so that the concept and theme was latent in our viewers and readers before the event," says Sindre Hellkås, Strategic Group Account Manager at Aller Media.

- We did this through content!

Together with Iselin Guttormsen, who was scheduled to attend the event, a case was made where she opened up about menstruation on KK and Dagbladet.

It became a commercial solution that spread editorially. Shortly afterwards, Anniken Jørgensen shared her story about her recovery after a long period of heavy bleeding. This was quickly picked up by the Se og Hør editorial team, which further helped to address the taboo subject.

Sponsorship, display and OLV were used to raise awareness about people and taboos.

Rød Løper was on hand to cover the gala and interview influencers who showed up in costume according to the theme.

- We knew that Rød Løper would cover the gala editorially, so Mens Club became a sponsor of the program two weeks before and two weeks after the gala. With a pre-roll in advance, we would build knowledge through commercials, just before the program," says Hellkås.

With a sponsorship on Rød Løper during the event, Aller Media created a direct association with Mens Club, where OLV and the sponsor poster were shown before the interviews directly from Rød Løper.

Sponsorship and display continued on Rød Løper - a strategic choice to prolong the gala's luster.

This resulted in three films from Rød Løper with 135,000 viewers and three editorial articles with a total of 205,000 readers.

From taboo to theme

The campaign achieved 67% awareness in the target group and 75% understood that Coop Prix was behind the campaign!

Most importantly, Aller Media managed to put menstrual taboos on the agenda! As many as 73% of respondents from Coop's own analysis believe that the campaign helped to remove taboos around periods!

A successful collaboration that continues into 2023!