Click here to view my media deconstruction plan!
In the beginning of November, Professor Caroline Riby, my Advertising 307 teacher, split the class up into groups and gave us a brand to complete a media deconstruction plan on. We were given the brand "Nana Taboo Totes". Throughout this media deconstruction plan, my three group members and I teach the audience how to dissolve the stigma around females, periods, and their need to purchase period products. Take a look at my deconstruction plan!
Plan Overview
Overview:
Middle Eastern feminine hygiene company, Nana, took on a prevalent cultural taboo, pad shame. Their goal was to start a conversation in the region and ultimately end the stigma around women’s periods.
The Business Challenge:
Middle Eastern women carry “pad shame” causing them to conceal period products when taking them to the bathroom.
Nana wanted to help break the stigma in the Middle East around carrying pads to normalize periods as a standard act of feminine care. The shame threatened Nana’s business so they wanted to generate a feeling of pad pride and transparency to combat the threat.
The Insight:
Nana wanted to get women in the Middle East to shed their pad shame by creating clear tote bags to carry period products shamelessly and having celebrities and influencers showcase their period products at major fashion events and in social media posts to spark a conversation on social.
The Big Idea:
Nana created a campaign called “Nana Taboo Totes” which showcases women carrying around clear tote bags with their Nana pads openly on display in the bags.
Started out targeting major fashion events and large celebrity influencers to generate buzz, and then combatted backlash through educational social media content and
Moving the Needle:
According to a pre and post survey conducted by Nana, there was a 37% drop in “pad taboo” after the survey was conducted. Additionally, overall sales in the United Arab Emirates grew by 5% in volume year-to-date in 2024 vs the same period as 2023. The maxi, Nana’s hero product, saw +17% increase in segment volume. Nana’s online sales volume grew by 90% year-to-date in 2024 vs the same period in 2023 (+439% on UG Noon, +92% on Amazon, and +36% on Talabat).
