PADLETTE (Indonesia)

Softex prioritizes women’s well-being and equality, particularly in their recent campaign promoting healthy menstruation. Unfortunately, many Indonesian women lack awareness of cervical cancer, often ignoring symptoms due to limited knowledge. Discussing it is challenging, and rejection is common, making it a sensitive topic.

Softex found a unique habit: women roll up used pads in new packaging. This cultural practice allows Softex to connect personally. They introduced Padlette, replacing the sticker with an embedded color palette, offering menstrual health insights without changing habits.

This campaign tackles the sensitive issue of cervical cancer awareness in Indonesia by bridging the knowledge gap surrounding menstruation. They achieve this by respecting cultural norms – leveraging the practice of rolling up used pads – to introduce a color- coded system on the packaging. This subtle yet informative approach empowers women to learn discreetly about menstrual health and potentially life-saving cancer risks, ultimately breaking the stigma through a culturally sensitive innovation.