New femcare brand Betty has triumphed to win September’s Creative Work of the Month title.
Aimed exclusively at 11-14-year-olds, Betty aims to break down barriers and help young women feel comfortable talking about the things that are happening to their bodies. Partnering with Now for the launch, the campaign spans cinema, social media, press and DOOH with an education programme for schools planned for next year.
Anchored around betty.me and key social platforms, Betty hopes to become the go-to place for 11-14-year-olds to find out what they need to know about growing up as well as fashion, love and health and wellbeing.
At the time of launch, Alycia Haynes, head of marketing at Betty, said: “This generation are growing up in a different world and we think Betty is the perfect brand to disrupt the current market and deliver the openness and confidence that embodies this generation.”
Now chief executive, Melissa Robertson, added: “Every so often you get to work with a new brand and launch something that can not only change a market, but also do a lot of good. Betty is one of those brands.”
Now: betty 'A New Brand For a New Generation'
betty is a new femcare brand aimed exclusively at 11-14 year olds that seeks to break down barriers and help them feel comfortable about talking about the things that are happening to their bodies. Anchored around betty.me and key social platforms, betty is aiming to be the go-to place for 11-14 year olds to find out all they need to know about growing up as well as fashion, love and health and wellbeing. The site will be the first ‘real’ lifestyle hub for this age group.
Launching with a full through-the-line campaign including cinema, social media, press, DOOH with an education programme for schools starting in the new year, betty has the vision to help this generation to become trailblazers - empowered to stop periods being an awkward taboo or stigma.
