With International Women’s Day coming up on March 8, Kotex is launching the #ProgressFeelsLike campaign, which includes this film of a little more than two minutes designed to spark reflection on women’s rights across the globe.
Directed by Jaci Judelson of production house Rakish for ad agency Capital A, the film–a mix of archival footage and original live action–delves into real-life experiences, highlighting harsh realities and women’s tenacious resilience in the face of it. The branded film challenges norms, notably with a deliberate choice to showcase the product only once: a shop owner can be seen furtively wrapping sanitary napkins for his customer, brilliantly highlighting societal discomfort and stigmatization about women’s periods still today.
In a global study conducted in September 2023, Kotex uncovered that nearly 60% of women feel that the speed of progress is either stagnant or moving slowly for them. Furthermore, the feeling of lack of advancement for women is relatively stronger among the younger generation.
The #ProgressFeelsLike initiative addresses the looming threat to progress and urges women worldwide to share their view of what progress truly feels like in their daily lives and in the world around them. On International Women’s Day, when so many are celebrating women's progress, Kotex launches #ProgressFeelsLike to honor and address the stark realities where progress falls short, contributing to a movement towards a more just and equitable world.
