J&J Stayfree – My First Pad
What It Is
My First Pad was an innovative, human-centered project developed for Johnson & Johnson (Stayfree) that took a discreet, empowering approach to teaching young girls about menstruation. The campaign combined a physical kit with digital experiences via a mobile app, allowing girls to learn in a relaxed, private way, removing the taboo and embarrassment often associated with the topic. The project received multiple awards, including recognition from the Cannes Lions festival.
Features
Serving as Digital Producer of a multifaceted campaign of hybrid development, from concept to launch.
Managing the development of the mobile app that complemented the physical box, including gameplay, information, and game mechanics linked to health content education.
Monitoring of KPIs, game dynamics, user experience and performance to build the product and ensure its educational and entertainment.
Supervision of content creation, including videos, texts, and interactive elements, ensuring cultural sensitivity and alignment with J&J's brand values.
Coordination between technological teams and creative teams, with stakeholders and J&J executives.
Technical Highlights
Physical Kit Integration
Discreet packaging design containing Stayfree pad sample. Educational booklet with information. QR code linking to mobile app experience.
Educational Mobile App
Interactive game mechanics teaching about menstruation. Age-appropriate content and language. Progress tracking and rewards system.
Gamification Strategy
Engaging minigames to make learning fun. Character-driven storytelling. Achievement system encouraging completion.
Key Features
CLIENT: Johnson & Johnson (Stayfree)
ROLE: Digital Producer
KEY IMPACT: Award-winning educational initiative that destigmatized menstruation education
DELIVERABLES: Physical kit with product sample, Educational mobile app, Interactive learning content
RECOGNITION: Multiple awards including Cannes Lions recognition
Results
An innovative approach that integrated educational content and digital experience in a seamless way, making girls feel comfortable.
Positive recognition at Cannes Lions and other international festivals, positioning J&J as a leader in innovation and social responsibility.
Implementation of efficient development processes, linking content creation with UX and gameplay to create a unified, impactful experience.
Expansion of Stayfree's brand legacy beyond product features, associating the brand with empathy, education, and support for young women.