U by Kotex aims to bust myths, advance vaginal health knowledge with Generation Know campaign
NEW YORK — U by Kotex, a Kimberly-Clark feminine care line, is aiming to inspire girls to empower themselves with education, take control of their health and redefine how society thinks about their bodies with Generation Know, a multifaceted commercial marketing program.
According to the Generation Know Report, a Harris Interactive study conducted online and commissioned by the U by Kotex brand, 77% of girls feel they shouldn't talk about their vaginas or vaginal health, and more than half (51%) cite society as a main source of vaginal health misinformation. Yet simultaneously, 91% of girls agree learning more about their bodies empowers them to make healthier choices and say it's time for all girls to become more educated about vaginal health.
Designed to support the coming together of girls to make a positive difference for themselves and girls everywhere, the Generation Know program includes:
- An expansion of the U by Kotex brand's storied partnership with Girls For A Change, a national non-profit organization that empowers girls to create change within their communities, including the creation of educational training events, plus Generation Know Action and Girl Ambassador Teams, who will lead social change projects within their communities;
- GenerationKnow.com, an informative online hub where girls can get the facts, learn from experts and get involved in projects designed to create social change;
- Free, specially designed Generation Know bracelets girls can wear to symbolize their commitment to joining Generation Know, learning about their bodies and passing the information on; and
- Participation from high-profile influencers including Khloe Kardashian Odom , a long time U by Kotex brand and Girls For A Change supporter, as well as Generation Know project leaders.
For every girl that joins Generation Know, U by Kotex brand will donate $1, up to $500,000, to the organization.
The multi-faceted commercial marketing program, Generation Know also includes television advertising, mini online documentaries, digital partnerships, retail support and limited edition, specially marked Kotex products that provide girls a chance to win up to $5,000 towards their education.
"Since the U by Kotex launch in 2010, the brand has revolutionized the way girls think about their feminine care with a bold approach and real talk," stated Lauren Kren, brand manager of Kotex brand. "Today with Generation Know, we're working to empower girls by legitimately advancing their vaginal health and wellness knowledge. We believe the impact of this groundbreaking program will ultimately help reshape the societal conversation around vaginal health and wellness."
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