Behind the Campaign: Bloody Queen

IN THE MEDIA

- Obeya had developed a truly great idea to frame the conversation around menstruation. Together with Christina Knight, Author & Executive Creative Director at Mad Women Academy/UKNIGHT, they pitched the concept to WaterAid. Five minutes into the pitch, we had decided to jump on board. It was clear that the concept was spectacularly good, says Mathilda Piehl, Head of Communications at WaterAid.

Bloody Queen was primarily an awareness campaign aimed at strengthening our brand while placing menstrual health high on the agenda - achieved through visibility on social media, traditional media, seminars, and other events. However, as with most of our work, there was also a fundraising component. For instance, supporters could purchase a queen in our digital chess game to increase their chances of winning, and we featured several fundraising CTAs across social media and advertisements.

The campaign reached over 1 million people. One of the most interesting and rewarding results was its performance on social media, where we primarily reached and engaged men aged 25–34 - a significant shift from our usual campaigns, which are mostly reached and shared by women.

Read the full article at Giva Sverige.