SUB CATEGORY :

AMBIENT: SMALL SCALE

COMPANY ENTERING :

FUTURE CREATIVE NETWORK, JAKARTA

TITLE :

PADLETTE

BRAND :

KC-SOFTEX

ADVERTISER :

PT SOFTEX INDONESIA

AGENCY :

FLOCK, JAKARTA

CHIEF EXECUTIVE OFFICER :

IVAN HADY WIBOWO

MANAGING DIRECTOR :

REZA FITRIANO

CHIEF CREATIVE OFFICER :

LEONARD WIGUNA/ERWIN SANTOSO/VIDA NOEGROHO

EXECUTIVE CREATIVE DIRECTOR :

LILA TALITHA

CREATIVE DIRECTOR :

MICHAEL FABIAN K.

ART DIRECTOR :

SHAFIRA KIRANA HASNA SARI

COPYWRITER :

WINDY ELPRIDA

AGENCY PRODUCER :

IMAM GOZALI

DESIGNER :

SYARIF HAFIDH/NANDA HAFIZAH

ILLUSTRATOR :

RYAN ABHI DIMAS

ACCOUNT DIRECTOR :

LORENZO WICAKSONO

ACCOUNT MANAGER :

NUKI PENSE

ACCOUNT EXECUTIVE :

VINNI APRILIA

STRATEGIC PLANNER :

TALITHA (CACA) EZA

FILM PRODUCTION COMPANY :

RENGGALI STUDIO, JAKARTA

DIRECTOR :

ASHIEF HUSNA/CHAIRU REZA/MICHAEL FABIAN K.

DIRECTOR OF PHOTOGRAPHY :

SYAMSUL ARIEF

EXECUTIVE PRODUCER :

ADITYA MURTI

POST-PRODUCTION COMPANY :

RENGGALI STUDIO

EDITOR :

SYAMSUL ARIEF

MOTION GRAPHIC :

SYARIF HAFIDH

SOUND PRODUCTION COMPANY :

SADA STUDIO, JAKARTA

SOUND DESIGNER :

SIDU

CAMPAIGN SUMMARY :

Each day, over 50 Indonesian women die from cervical cancer,
often discovering their condition too late due to the lack of visible symptoms and societal reluctance to discuss it. This awareness gap affects not only older women but also young girls in their 20s each year.
To facilitate early detection without judgment, Softex introduces
the Padlette – a color palette inspired by menstrual blood shades on Softex pads. Replacing the original sticker design, this modification allows girls to confidently identify illustrations reflecting their menstrual health state.

CREATIVITY/IDEA/INSIGHT :

Understanding the cultural behavior towards Indonesian girls, Softex has introduced the Padlette—a simple adjustment, replacing the old sticker with an embedded color palette, offering insights into their menstrual health. Without altering their usual habit of changing pads, they can just roll on and connect with the illustrations reflecting their menstrual health journey. With the support of caring obstetrics and gynecology specialty doctors, valuable information is being spread across all of Indonesia using Pad Dispensers. These dispensers can be found in schools, offices, and even among girls' communities, including those that may be considered taboo.

STRATEGY :

Softex consistently works to support women's well-being and equality.
In their recent campaign, they aimed to encourage healthy menstruation and hygiene. Unfortunately, many Indonesian women are still unaware of cervical cancer, which is a problem because they often ignore symptoms due to not knowing about them. When they try to talk about it, they might face rejection, even from those close to them, as it's still
a sensitive topic. The good news is that Softex has noticed something interesting: Indonesian women often have a unique habit when changing pads – they use the new pad's packaging to neatly roll up the used one. Recognizing this cultural practice creates an opportunity to connect with them in a more meaningful and personal way.

EXECUTION :

Utilizing their daily routines, Softex places a useful infographic
on the sticker of their new pads. This guide encourages individuals to check their own menstrual blood color, and if anything raises concern,
they suggest consulting a doctor. Softex is spreading awareness extensively, reaching people in their personal spaces through education and deploying Padlette dispensers in offices, schools, and girls' communities across Indonesia. The efforts don't stop there – Softex has created a website where everyone can easily print the information. All of this is aimed at ensuring that their message reaches a wider audience.

RESULT :

The movement, which originated as a positive pilot project,
has expanded with overwhelming support from over 200 doctors, more than 150 offices, 170 schools, and 60 girls' communities.
They have all become educated and aware of the dangers of cervical cancer and how simple it is to check using Padlette. The digital version has also seen significant traction, being printed over 24,000+ times.