Kimberly-Clark’s U by Kotex brand is partnering with DoSomething.org for a nationwide drive to encourage the donation of period products to homeless shelters.
The initiative was inspired by a tweet from college student Holly Sanchez who urged people to collect and donate extra packages of period products to homeless shelters, where these essential products are in short supply.
It is the second in a series of U by Kotex "Period Projects" based on ideas generated by consumers on social media. The first project was a U by Kotex pop-up shop devoted to period themed products which debuted in New York in May.
"Power to the Period" will be supported by digital partnerships, owned social and web support, and digital and print ads. Additionally, online video personality Ingrid Nilsen, (who is passionate about increasing access to period products and asked President Obama in a January interview why period products are taxed) is starring in a “Power to the Period” PSA to help inspire others to participate in the Period donation drive.
People who sign up for the campaign at DoSomething.org/Period and upload a photo of the period products they donate will be eligible to win a $5,000 scholarship.
This is the first time the U by Kotex brand has partnered with DoSomething.org, says Lauren Kren, U by Kotex brand manager, Kimberly-Clark.
DoSomething.org is one of the largest global organizations for young people and social change, with 5.3 million members in 131 countries who tackle volunteer programs that impact every cause.
“Its commitment to igniting social change aligns nicely with the U by Kotex brand’s mission to help create real change, both big and small, through the 'Period Projects,'” Kren tells Marketing Daily.
U by Kotex brand’s key target is Millennials, she says.
“We want to reach, inspire and empower them with positive messages around periods and period products, to help drive education and advocacy in the feminine care industry,” Kren says.
Since its launch, the U by Kotex brand has been positively advancing the way women think about and experience feminine care to help provide a better experience overall.
“We know women have a lot of passion for, and many ideas about, how to make things better when it comes to periods, which is why the U by Kotex brand is partnering with some of these women to make their ideas a reality through the 'Period Projects,'” Kren says. “While the U by Kotex brand and Kimberly-Clark have been issuing product donations since 1952, this first-ever national period product drive provides a turnkey way for others to donate, too.”