Cannes Gold Lion and Gold Effie winner. And quite possibly, my favorite target audience of all time. The Always woman is a woman who enjoys being reminded that she’s a woman, every month. She takes pleasure in slowing down and pampering herself. So we built on this insight and created a strategy of Period Positivity. We wanted to give her permission to do what she loves most, all month long. We spread the happiness all the way to Africa where we helped little girls stay in school. By building bathrooms and supplying protection to remote villages, we allowed little girls to stay in school during their time of the month. This didn’t just change their mood, it changed their society.