An image of Khloé Kardashian standing with a group of girls in purple "GET WITH THE KNOW" t-shirts raising their arms. The "girls for a change" logo is displayed in the background.

Generation Know

challenge

outdated taboos were keeping girls in the dark

For generations, stigma and misinformation kept young women in the dark about their own health. U by Kotex saw an opportunity to rewrite the rules—shifting from product messaging to a bold movement that would break taboos and empower girls with knowledge.

solution

a new generation of girls owning their health

We launched Generation Know, the first-ever girl-led movement for vaginal health education. This groundbreaking initiative blended influencer storytelling, interactive digital content, and real-world activations to spark conversation, drive change, and shift cultural narratives.

my role
IAT creative lead representing Organic. Played a pivotal role in shaping the campaign’s strategic approach, with core responsibilities leading the social and digital creative strategy.

results at a glance

cultural impact. brand lift. retail success.

  • Gold Effie Award Winner, Grand Effie Finalist

  • 18% sales increase (Q1 YoY)

  • 770M+ earned media impressions

  • +1.6M site visits (first 3 months)

  • +87K pieces of user-generated content (first 3 months)

  • +200% increase in social mentions

how it came to life

getting the facts straight

The Generation Know Report

We began by commissioning a Harris Interactive study—The Generation Know Report—to uncover real attitudes and behaviors around vaginal health. These insights formed the strategic foundation of the campaign and fueled national media coverage.

  • 57% of girls say most women their age are misinformed about vaginal health.

  • 51% of girls say it’s hard to seperate myths from facts when it comes to vaginal health.

  • 3 in 5 girls say they didn’t learn enough about vaginal health in school.

  • Nearly 7 in 10 girls agree that saying the word “vagina” is looked down upon by society.

  • 63% of girls don’t know how to start a conversation about vaginal health.

  • 54% of girls say they feel empowered to make a difference in the way the next generation talks about vaginal health.

orchestrating a movement

the “zelley chart”

To align every agency and client partner, I created a campaign visualization (nicknamed “The Zelley Chart”) that mapped every activation to the consumer’s psychographic journey. This tool ensured every touchpoint—from influencer videos to retail displays—worked in harmony to drive awareness, curiosity, and action.

A strategy diagram with sections labeled Awareness, Enlighten, and Galvanize. The chart features icons for confused, curious, and confident personas. Includes various icons representing channels like TV, social media, and e-commerce.
Colorful string bracelet with a round silver charm with an "I know" engraving.

a symbol of change

“I Know” bracelet

A free “I Know” bracelet became the rallying symbol of the movement—a bold, wearable commitment to knowledge and empowerment. Over 438,000 bracelets were distributed, fueling visibility and community momentum.

Colorful bracelets with Kotex branding and 'I know' charms, shown on hands and with promotional card.

partnerships with purpose

igniting the movement

An image of Khloé Kardashian standing with a group of girls in purple "GET WITH THE KNOW" t-shirts raising their arms. The "girls for a change" logo is displayed in the background.

With celebrity advocates like Khloé Kardashian and Keke Palmer, and a mission-driven partnership with Girls for a Change, we amplified our message across earned, owned, and shared channels—turning campaign awareness into cultural action.

A host interviewing Keke Palmer in a classroom setting, smiling, and holding microphones labeled HW. Behind them is a board with "U by Kotex" and a whiteboard with notes.

girl-led initiatives:

4 girls. 4 ways to make real change.

To bring the mission to life in meaningful, grassroots ways, we empowered four influencers to lead their own impact projects—each tackling a different barrier surrounding vaginal health. These initiatives served as proof that young women could lead, educate and mobilize their peers through creativity, authenticity and action.

Person posing with hands up, text overlay reads "Kat the Badass Blogger." The person is wearing a patterned scarf and shirt with a playful expression.

Break the Silence

Society has built an ironclad culture of silence around the topic of vaginas and vaginal wellness. Kat Lazo wants you to break through the silence and start talking.

Smiling person labeled "Hillary-Anne The Myth Buster" on purple dotted background.

Bust a Myth

There are more myths about vaginas and periods than there are about unicorns. Hillary-Anne Crosby is tearing them down, uncovering the truth and sharing the facts—and you can too.

Smiling person with text "Aline The Girl Activist" on colorful background.

Change the Message

Women face so many messages that spread confusion and insecurity. Join Aline Sobomana in writing a positive “Dear Little Sister” message to change this for the next generation.

Woman smiling with "Amber the Sexpert" text overlay, graphic background.

Spread the Word

Most of us got The Talk, but there’s more to being a girl than pads and tampons. We need to know ALL the facts, so let’s spread the word. Join Amber Madison and let’s make a difference.

join the movement

GenerationKnow.com

Laptop displaying a website for Generation Know by Kotex, focusing on menstrual health education.

At the heart of the campaign, GenerationKnow.com became a dynamic hub where girls could ask anonymous health questions, hear from experts, take action through interactive projects, and create content that fueled viral engagement.

Advertisement by U by Kotex promoting Generation Know campaign. Includes information about combating misinformation on vaginal health, links to get a bracelet, articles, projects, products, and a sweepstakes for education funding. Features images of diverse women.

retail & digital integration

advocacy at the point of purchase

Promotional display for "Generation Know" by U by Kotex, featuring a QR code and product packaging. The mobile interface shows order and thank you page options for US and Canadian users, with language toggles for English and French. The campaign encourages sharing facts about women’s health, offering a free bracelet and chances to win rewards.

We bridged in-store and digital with limited-edition packs featuring QR codes linking to exclusive content. Retail displays carried our mission forward, while a shopper activation drove immediate participation and purchase intent.

impact

Generation Know wasn’t just a campaign—it was a cultural turning point. By putting the power of education into the hands of real young women, we helped U by Kotex become an unapologetic force for social change. The result? Millions engaged, a category disrupted, and the first generation of girls truly in the know about their own bodies.