it’s not just underwear
Client: Afripads
Services: campaign concept, scripting, filming, editing, photography
About the project
Afripads is the world’s leading social enterprise manufacturing reusable sanitary pads. Based in Uganda they are committed to improving menstrual health in Africa and beyond. They educate women and girls about menstrual health and create reusable sanitary pads that are more cost-effective, durable and waste reducing.
Recently, they launched their AFRIpads Underwear and approached Marula to produce a series of videos that would be used to market the underwear to their stakeholders.
Challenge
Many projects that donate or distribute reusable pads found that women in rural areas or refugee settlements struggled to use the products due to a lack of access to high quality, durable, and fitting underwear. Designed in collaboration with women and girls in Africa over the past two years their underwear is truly comfortable, well-fitting and durable.
Our goal was to market their first product line extension and document the real impact that having the correct underwear provides so they can gain more partners and improve their distribution network.
It's not just underwear, it's employment
Meet Esther, a lead tailor at the Afripads factory in Masaka. Through Afripads, she has been able to secure a job making underwear. She has since been able to look after herself and her family.
It's not just underwear, it's education
Meet Moran, a 12-year-old student who constantly missed school because she couldn’t access menstrual pads and quality underwear during her menstruation. Through Pads for Her, she has received Afripads underwear and can now attend school and participate in her favourite sports.
It's not just underwear, it's impact
Meet Christine, a field worker who has dedicated her life to helping girls in her community access menstrual health information and products.
The team at Afripads have since used the videos to successfully get more partners and widen their distribution network to get funding for the underwear. The videos have reached more than 10,000 people across the globe.
Strategy
We scripted, filmed, and edited 3 videos that highlighted the unique features of the underwear, from the perspective of a beneficiary, tailor, and a field worker involved in the production and distribution of the underwear in the different communities. The goal of the videos was to show the impact the underwear has created in the lives of the 3 characters whilst emphasising the unique features of the underwear. We also created one final story video which is directed at funders and partners to understand the product and its impact on the ground.
Story - our creative brainstorm process focused on ways to tell these stories in an inspiring yet informative way and resulted in the concept ‘This is not just underwear - this is impact’. We chose an interview style to capture the emotions and authenticity of their different personal stories, their day-to-day lives, and the impact of the underwear through their own eyes. Essentially we are capturing why it’s not just underwear but it’s access to employment, education and ultimately impact.
About the project
AFRIpads Underwear is available in five sizes and is super stretchy to accommodate a range of body types. In order to promote their new product line and how inclusive the creation of the designs has been we worked on a photography campaign that demonstrates:
AFRIpads Underwear is perfect in combination with AFRIpads reusable pads – or just as everyday underwear.
AFRIpads Underwear are truly designed to fit a wide range of body sizes and helps promote positive body confidence and self-esteem.
UNDERWEAR FOR EVERYONE
“There is a reason AFRIpads continues to work with Marula on curating creative content. The Marula team is not only exceptionally talented at what they do, but they are also kind and passionate. We look forward to the next project!”
5 Million women and girls reached
About the project
“Since 2010, AFRIpads has been working tirelessly to ensure women and girls around the world can access a dignified and high-quality menstrual solution. We believe in creating a world where no woman or girl is held back by their period. We started as a team of three, sewing three pads a day, hoping that we could impact one girl at a time. Today, we are the world’s leading social enterprise manufacturing reusable menstrual pads.”
We filmed and edited this video with their longest standing employees to announce to their partners, community and supporters that this November, they reached 5,000,000 women and girls!
