Keeping The Girls In School
Reach
42.4M People
Duration
6 months
Markets
Uganda
The Brief
Solooza Always is designed as a high-impact, nationwide gamified schools program crafted to incentivize consumption and reward students who actively collect and submit empty packs of Always sanitary pads after use. The program addresses core consumer metrics by offering 30 lucky winners termly school fees worth UGX 1 Million each, distributed through a transparent and exciting draw broadcasted live on national television. CTA Space’s objective was to deliver a holistic strategy that increases retail off-take throughout the intensive school calendar, builds deep brand affinity among young demographics, and successfully communicates the campaign's structural pillars across multi-channel environments.
Project Specs
Client
Alwawebp(P&G)
Agency Role
360 Strategy, BTL Activation, Digital Engagement, Creative Development & Influencer Engagement
Core Medium
Integrated Media (Radio, TV, Digital, Landing Page, Social Media, School & In-store Activations), PR, SBCC
Timeline
6 months total
Milestones
Execution Roadmap
The Obstacle
Balancing Commercial Off-Take Incentives with Sensitive Social Conversations:
A primary bottleneck in implementing a nationwide school promotion focused on feminine hygiene products lies in navigating cultural taboos surrounding menstruation in traditional environments. The campaign required a carefully optimized strategic balance: driving intense, gamified consumer consumption and logistics (collecting empty packs) while concurrently leading professional, respectful open-session dialogues regarding menstrual health, hygiene management, and sustainable environmental disposal habits without alienating the boys, and other conservative stakeholders.
The Strategy
The Purpose-Driven Gamification Framework
To maximize retention and clear any behavioral bottlenecks, CTA Space deployed a cross-channel 360 strategy that seamlessly embedded a high-value commercial incentive inside an impactful social responsibility program. This unified architecture was established upon three core strategic pillars:
Integrated 360 Multi-Channel Domination:
Deploying a synchronized mix of traditional radio and TV spots alongside highly responsive digital components (landing pages, social interactive content) to maintain constant top-of-mind awareness among target groups across different communication channels.
Purpose-Led Experiential Interventions:
Converting standard corporate marketing into a safe, impactful social platform by pairing direct in-school/in-store promotional mechanics with professional open-session menstrual dialogues, which included Senior Women Teachers, as well as boy-students, breaking cultural boundaries and establishing deep corporate trust.
Structural Advocacy & Environmental Responsibility:
Framing the physical act of gathering empty pad wrappers as an active contribution toward school-level environmental cleanliness, proper hygiene disposal, and recycling, thereby transforming a routine transactional mechanic into a community-supported social good.
The Deliverables
Strategic Omnichannel Deployment Assets.
01 / The 360 Integrated Media Campaign Blueprints
The end-to-end design, placement matrix, and coordination of across-the-board media channels, encompassing traditional TV/Radio time slots and dedicated digital platform layouts.
02 / Experiential BTL School Activation Frameworks
The tactical architecture and deployment guides for localized, interactive on-premise activations and open-session menstrual dialogue guidelines inside participating school territories.
03 / Digital Landing Page & Interactive Social Ecosystems
Development of a highly responsive digital landing portal, interactive social media platforms and engaging influencer assets, engineered to guide real-time student interaction and track regional engagement behaviors.
04 / Creative Audio-Visual Ad Assets & Impact Tracking Systems
Production of high-resonance radio jingles, television promotional assets, and graphic communication materials, combined with rigorous impact tracking that secured the industry-standard Silverback Award for 'Social Good'.