Social Behaviour Change Communication
- Solooza Always
- 25th January 2023
- Schools
- Always (P&G)
THE STORY
Solooza Always was a program designed to drive positive behaviour changes in learners through education on menstrual hygiene, ultimately ensuring that no girl misses school as a result of her period. The programme exposes them to the different Always pads available in the market and empowers them to choose the right Always pad for their needs.
High school students packed Always pads as they returned to school, and later collected the empty packs, after 4 weeks, to win laptops, school fees and Always pads for a full year. The exercise got over 800 schools participating across all 4 regions of Uganda. The intention was to instil the behaviour of ensuring girl-students have the right menstrual protection on them during school, every time, to reduce incidences of absence from class due to periods.
Always, as a brand, is purposed to see that no girl misses class due to periods, through their global campaign #AlwaysKeepingGirlsInSchool. Involving the boys in the #SoloozaAlways program took things a long way in curbing the stigma that had surrounded menstrual care among students for a while, while conducting menstrual-dialogues with both boys and girls in the sessions.
Execution
Process
The campaign started on 25th January 2023 when Brand Ambassadors were trained thoroughly on the campaign goals and objectives. Schools registration then followed through online portal and physical means. Menstrual talks were then conducted in the registered schools. SWTs are being rewarded with a gift hamper of P&G FemCare products based on the number of empty packs collected during the week. Final rewarding was done regionally for one week from 30th Oct – 3rd Nov.
Results
Conclusion
Menstrual talk sessions helped drive awareness on the new types of Always and their features and benefits. This enabled the students to make choices of what Always products best suited their individual needs. Students were excited by the rewards that helped them focus on their education.
