How do you openly discuss a girl-sensitive topic that is usually dodged by many? Menstruation is an almost taboo subject of conversation as it identifies with discomfort, agony and distress. However, Sangobion Femine wanted to step in to address the importance of iron supplements during menstruation, and eventually improve women’s health with an educational campaign.

Ambrosia wanted to ensure that the campaign would result in an honest and educational conversation with the target audience. Hence we created a campaign that spoke of menstruation in a tongue in cheek manner. The series of POSMs used humour and wit to dominate shelf visibility and grab the target audience in a second.