Marine Moreau
Account Management Team at Serviceplan France
Courbevoie, France
TitleTHE MISSING PAGE
BriefIn France, even today, no single biology and science schoolbook accurately represents female genitals, which is strangely not the case when it comes to the male body. In order to put this right, the agency created The Missing Page. Unlike in French schoolbooks, The Missing Page fully represents women's anatomy, including the clitoris and its role in sexuality and a detailed external view of the vulva. Thanks to its adhesive system, teenagers can now easily paste The Missing Page into their schoolbooks in order to be properly educated.
Agency
Campaign The Missing Page
Advertiser Laboratoires IPRAD
Brand Saforelle
PostedNovember 2019
Business Sector Feminine Hygiene
Story Creative idea :

Still in France, in 2019, contrary to men's sex anatomy, no single Biology & Science schoolbook totally represent female genitals. The clitoris is either absent or incorrectly or partially illustrated. In addition, most manuals do not provide an external view of the female genitalia. The clitoris is either absent or incorrectly or partially illustrated. In addition, most manuals do not provide an external view of the female genitalia.

A question then arises: how to take care of your privacy if you don't know it?

Since none Science & Biology schoolbook completely represents the female anatomy, the agency created The Missing Page.

Unlike all French schoolbooks, The Missing Page fully represents female sex anatomy including clitoris’ complete anatomy, it’s role in sexuality and the vulva’s detailed external view.

Thanks to it’s adhesive system, teenagers can paste The Missing Page in their schoolbooks in order to learn correct women anatomy.

Execution :

The Missing Page was launched both offline and online:

- Offline, The Missing Page has been published in French youth press, and distributed through a street marketing campaign to teenagers in major French cities.

- Online, with a digital film in which mothers and their 16-year-old daughters participated in an educational experience: confronted with a female gender pattern without any legend and to be completed, the majority of them hesitate, make mistakes while also sharing moments of complicity.

This online video was shortcut and broadcast through a preroll campaign that directed to the website where teenagers, teachers or any person who wish to get The Missing Page could order or download it.

Thousands of "Missing Page" which could be stuck over any incorrect page in science manuals were finally printed and distributed.
Problem Saforelle, a brand of products and treatments for women's intimate and personal hygiene, asked the agency to help them increasing their reputation, and the brief was simple: please create an activation for International Women's Day which is happening on 8th March 2019.

Then, our objective was to transform a simple activation into a global campaign that could be a game changer for our client. Therefore we convinced them to go on a committed campaign that could help French society become more inclusive and equal.

Following this advice, Saforelle has decided to reduce inequalities in sex education.
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