In India, as in other parts of the world, there is a lot of
ignorance surrounding the natural process of menstruation. This
layout was presented by Ogilvy & Mather to Johnson &
Johnson as part of "The Carefree Guide to Growing Up"
- a series of 4 ads and a booklet with an educative slant which
answered the questions in the minds of young girls regarding
the menstrual period, and assuring them of the confidence of
Carefree protection. The ads were aimed at a young urban audience.
The client later took a decision to to widen the Carefree user
base by promoting the product in rural markets, and a new communication
package in local languages was tailored for this purpose.
