Kotex wants a woman to talk about her period openly, and to be not shy about this controversial theme. The feminine hygiene care brand has teamed up with Israeli agency Smoyz to launch another campaign dedicated to the theme on Pinterest (the agency says that it’s the first-ever promotional effort that uses this photo-sharing service, which is gaining momentum now). The creative team behind the project dubbed ‘Women’s inspiration day’ selected women, who shared the photos with items which inspire them most on Pinerest boards, and then Kotex asked a female designer to incorporate the new Kotex design into these interests, such as lanterns, bowls, vases, spoons, etc.

Kotex has distributed 50 limited-edition kits to the participants, and almost 100% of them posted back after receiving the goodie boxes with the original item and Kotex, and shared this news in social media. “We had a ripple effect and women who were not involved in the campaign posted statuses like ‘What is this deal with all the Kotex gifts, can I have one too?!’ The main purpose was to have woman talk about the brand and the experience and it worked,” commented Smoyz’s CEO, Yael Linen-Zuchman to MediaBistro.com.

The new initiative has extended far beyond the team of 50 participating ladies, generating buzz in the online environment and drawing 2,000+ interactions. To know more about the campaign, its numbers in the interest graph and the way it was realizes, watch the video above. In each of its latest campaigns, Kotex focuses on vibrant nature of the brand and communicates a message of changing attitude to the period and stopping to draw the curtain on the theme—in this initiative, Kotex says that “Color makes people happy,” and it doesn’t matter where—on mugs and wallpaper or on pads and tampons—colour is splashed to.