P&G Always “Intimate Words”
INSIGHT. The “Intimate Words” campaign sought to empower women outside Oaxaca, Mexico, by finding a way to educate them about the leading cause of death in their community: cervical cancer. However, due to cultural taboos there are no words for the female reproductive system in the women’s native language, often leaving them unable to explain their symptoms and receive the treatment they need. P&G Always and Leo Burnett Mexico enlisted the help of sociologists, doctors and linguists to work with the women and create the missing words.
IDEA. The agency’s initiative helped the indigenous women break the taboo and “rewrite” the intimate words to help explain their symptoms better. The words and illustrations were gathered in a book for the women to pass down from generation to generation. The film lives online and conversation was shared under #IntimateWords. “Intimate Words” helped break through a cultural barrier and paved the way for women to live brighter and healthier lives.
IMPACT. “Intimate Words” delicately solved a serious, local problem that hampered communication between doctors and women. Leo Burnett Mexico helped Always continue its mission to “rewrite the rules” by providing knowledge and a lasting contribution that can potentially save lives. The film won a Grand Prix under the Health and Wellness category at Cannes Lions and a Grand Prix at El Ojo.