In America, 200,000 homeless women lack access to feminine hygiene products. It's a real problem, so we created a fake brand to spread the word and encourage donations.
The campaign starts with social posts teasing the release of a new tampon line called NTHNG by Kotex.
Social posts lead to U by Kotex where users can sign up for a free sample.
On International Women's Day, participants receive their free sample of NTHNG, and it's just that: nothing.
The empty box presents the problem, and its peelable stickers reveal the solution.