Red Dragon’s Power
FCB Almaty
Campaign: Red Dragon’s Power
Brand: Kotex
Year: 2024
Kotex set out to break the stigma surrounding menstruation by empowering teenage girls with education about their physiology, bodies, and hygiene, while also supporting the fight against gender inequality.
To achieve this, Kotex launched the world’s first manga about periods, coinciding with Menstrual Hygiene Day. The story featured strong female characters and highlighted the “magic of blood” that unites humanity. Manga and comic books, being highly popular among teenage girls worldwide, became the ideal medium to engage them directly. This creative format bypassed parental restrictions in patriarchal societies, where conversations about menstruation are often considered taboo.
The manga was made available both in print and in digital format, ensuring broader accessibility and convenience for reading, especially for teenage girls navigating social restrictions.
Results
913,000 Reach
Awards & Recognitions
Bronze in Social goals contests / Education: Quality, Civic & Social Education /Print & Publishing at KIAF 2025
Bronze in Social Goals Contests / Children: Health/Safety/Happiness / Print & Publishing at KIAF 2025
Silver in Creative Communications / Branded Content & Entertainment / Print–written/Design at KIAF 2025
Silver in Creative Communications / Direct Marketing / Culture & Local at KIAF 2025
Bronze in Creative Communications / Print & Publishing / Culture & Local at KIAF 2025
Shortlist in Social Goals Contests / Local Solutions / Print & Publishing at KIAF 2025
Gold in Print: Publications at Whitesquare 2025
Silver in Print Sectors: Other FMCG at Whitesquare 2025
Silver in Promotional Printed Materials at Whitesquare 2025
Bronze in Print / Outdoor at Whitesquare 2025
Silver in Excellence in Media Insights & Strategy at Whitesquare 2025
Silver in Excellence in Media Planning at Whitesquare 2025
Bronze in Branded Content at Whitesquare 2025
Bronze in Film and Board at PHNX Awards 2025
Bronze in Design Excellence at Baku Flames 2025
Bronze in Design & Branding Category at Ad Black Sea Awards 2024
Bronze in Publication Design Category at Epica