RUNQI HE
TAMPON PHILOSOPHIES
PROBLEM
Fear of tampons means more and more younger women are turning to pads.
BRIEF
How does a tampon company persuade young women to switch from pads to tampons?
INSIGHT
Tampons were originally designed to match the shape of women's vaginas, so they would feel nothing.
IDEA
We want to reframe how invisible is visualised by posing a more philosophical stance on the issue of tampons: Using "non-existence" and "existence" to emphasise that tampons exist so you can’t feel their existence: reducing people's fear of tampons with a new visual guide.
Subjective idealism believes that to exist is to be perceived, and the reason why things are perceived is because of sensibility.
The tampon was originally designed to reduce the discomfort of women's menstrual period and to fit the body perfectly.
So I will highlight the "non-existence" feeling of tampons and use the properties of concepts (color, shape, touch) to prove its non-existence.
TAMPON VIDEO
I exist so that you can’t feel my existence
I don't want to be felt by you
But if you want to find me, you can find me.
I don't need to hide,
I don't need to be remembered,
I don't need to be judged
The same as you because i come from you
I exist so you can't feel my existence
TAMPAX. #TAMPONPHILOSOPHIES
OOH BILLBOARD POSTER
CALL-TO-ACTION
We will let people find and scan things in their lives that match the shape of a tampon.
They will get a free Tampon when people collect 3 different tampon pictures.
We plan to place a transparent Tampax Vending Machine in public
NEW PRODUCT PACKAGE
To visualise the concept of existence, we’ll recreate our tampon packaging using reflective mirrored acrylic paper.
When women tear off our packaging, they will be rewarded with a Tampax branded mirror.
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On Women's Day, a Tampon-shaped empty area will appear on shelves in supermarkets with our #TamponPhilosophies message
