Always - Teachers of Confidence

Information

Campaign: Teachers of Confidence
Brand: Always
Client: P&G
Submitted by: Leo Burnett România

Background/Objectives
Strategy
Results

Background/objectives:

To build an emotional connection with Romanian women and secure their loyalty against challenger brands,
we had to bring to life the global brand purpose of building girls’ self-confidence in a locally relevant way.

Strategy:

A BRAND ACT, NOT ANOTHER AD
With 1 out 5 kids dropping out of school in Romania, building girls’ confidence through quality education was the right cause for Always to champion. By creating the “Teachers of Confidence” program, in partnership with Teach for Romania NGO, we transformed each Always purchase into a donation for girls’ education.

Results:

All results exceeded business & brand objectives.

TV

Digital

In-store

Other

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