Period (noun) – for everyone: the interval of time between successive occurrences of the same type, such as a mechanical vibration, an alternating current, a variable star, or an electromagnetic wave.
Period (noun) – for women: a portion of time accompanied by cramps, backpains, headaches, migraines, feelings of exhaustion... and the list might go on until we have spoken to every female on earth and registered her own monthly experience.
Happy period (phrase) – Summercliff’s interpretation on Nurofen Period Pain, the capsules that provide relief from period pain and result in unstoppable, fierce female activities without… periodic intermissions.
The aim of the campaign was to raise awareness of Nurofen Period Pain and its beneficial properties when it comes to the relief of period symptoms.
In preparing the campaign, Summercliff decided to focus on and creatively present the image of the unstoppable, undefeatable, persistent, focussed and determined woman, who keeps on with her daily activities successfully, without being affected by period symptoms. As an umbrella for the promoting activities, a competition was held, with a trip to Barcelona as a gift.
A Facebook page, a landing page, and a digital campaign with Google Banners were created and used in the promotion. All actions emphasized the powerful, unstoppable and happy woman.