Kotex launches #ProgressFeelsLike movement in celebration of International Women’s Day
An advocate for women's progress for more than 100 years, Kimberly-Clark's feminine care brand is launching the next phase of the “She Can” initiative
Kotex, Kimberly-Clark’s feminine care brand, has already kicked off International Women’s Day (March 8) celebrations by releasing revealing data from a study on women’s global sentiment about progress.
The research revealed that nearly 60% of women believe the speed of women’s progress is stagnant or moving slowly. Half of the women surveyed indicated that the world is a more uncomfortable place for them than ever before, and these feelings are relatively stronger among the younger generation. With this data in mind, Kotex is launching the #ProgressFeelsLike movement to speak out on this issue and encourage women around the world to have a voice and share their vision of what progress looks like in their daily lives and in the world around them.
“In a long history of advancing women’s rights and equality, today we are reminded that progress is not a given,” said Alison Lewis, chief growth officer at Kimberly-Clark. “Now is a crucial time for women everywhere to use their voices to inspire change, and we are pleased to provide a platform to share what #ProgressFeelsLike means from their point of view. On International Women’s Day and every day, #ProgressFeelsLike unites and empowers us in our quest for progress across cultures and in every country in the world. Because menstruated or not, she can.”
To help show the world what progress stands for, Kotex is launching a provocative film produced by an all-female team from the brand in collaboration with Capital a Creative and Rakish, led by renowned director Jaci Judelson. The #ProgressFeelsLike film speaks to the data uncovered in the Kotex study, portraying the reality around the world of how women face biases related to inequality, their menstrual periods and other restrictions, which continue to challenge or hinder progress. Check below:
Kotex is encouraging women around the world to join the movement by using #ProgressFeelsLike in social media posts. The brand is also organizing local activations to start conversations and inspire change for women in their communities. Some examples include:
- In Turkey, Kotex is strengthening its commitment to progress for women to ensure a more comfortable world where they can express themselves freely and break menstrual taboos. For every tweet using #ProgressFeelsLike in Turkey, the Kotex team will make a corresponding product donation to women’s non-profit organizations.
- In Brazil, Kotex/Intimus is launching a digital art festival to visualize the #ProgressFeelsLike campaign and celebrate women’s achievements, challenge stigmas around menstruation and show that women haven’t come this far to stop here.
- In the U.S., U by Kotex will donate two period products to the Alliance for Period Supplies for every U by Kotex product purchased at Walmart during March 2024. They will also donate two additional products to APS for every repost of their social media post for National Women’s Day, March 8, 2024, to raise awareness of menstrual poverty, an issue that affects one in three low-income women in the U.S.
- In Vietnam, Kotex is launching a music video inviting consumers to submit applications that talk about what #ProgressFeelsLike means when it comes to pursuing their dreams. The top three winners will receive a $5,000 grant to turn their ideas into reality.
As part of the #ProgressFeelsLike movement, Kotex is leading by example and has formed a new partnership with She’s the First, a non-profit organization fighting for a world where every girl can choose her own future. As part of this partnership, Kotex remains committed to Progress and is donating funds to help support the organization’s mission to ensure that girls everywhere are respected, educated and heard. The #ProgressFeelsLike movement and new partnership with She’s the First are an extension of Kotex’s She Can initiative and existing work with Plan International and WASH United.
These three partnerships align with Kotex’s ongoing mission to advocate for women’s progress by combating menstrual stigmas and the barriers they cause, promoting access to education in schools and communities, and helping to open doors for women to have equal opportunities.