ADVERTISING CAPSTONE CHALLENGE

In 2023 I, within a team, participated in the Advertising Capstone Challenge (ACC). The Advertising Capstone Challenge connects students with real clients and industry partners, to provide an authentic learning experience unlike any other in Australasia. As finalists, we had the privilege to fly to Melbourne and present our plan to BONDS & SPECIAL Group

This year the challenge was around the Australian underwear company BONDS.

All content is speculative and is not representative of BONDS, ACC or any other parties covered in the project. No work was commissioned by BONDS. Models and other parties in this project are not affiliated in any way.

The Client

Bonds were first launched in 1915 by George Bond; the brand started in Sydney and imported women's hosiery. George Bond had a big vision, and since 1915, Bonds's products have moved into most Australian households. The brand provides a wide range of products with diversity in size, styles, and convenience for consumers ranging in age from 8 months of age up to 80 years old (Hanes Australasia 2023).

My Role

This project was apart of a unit related to advertising and marketing, so that was one of the primary skills I used. Design work would be incorporated late into the project after the campaign was fleshed out, this meant I had to adapt as the project evolved and help in different areas, including market research; ideation; copywriting; and design.

The Brief

Majority of this brief was labeled confidential, but we were tasked with creating a campaign for Bonds period underwear line. This campaign was focused on people aged 13-20 and aimed to maintain their leadership position in the sector and raise other statistics.

COMPETITOR ANALYSIS

Absorbency Levels: Offers absorbency levels ranging from super light to maxi (5ml to 50ml).
Composition: Primarily uses merino wool and polyester.
Sizes: XS to 6XL
Product features/ Benefits:
- Fits and feels like everyday underwear.
- Super slim built-in lining for period blood, light pee, and discharge.
- Reusable alternative to disposable pads, liners, or tampons.
- Black lining for odour control and stain prevention.
- Colourful pattern variety
Brand Values:
- Emphasises responsibility and supply chain ethics.
- Focuses on circular design with renewable and recycled fabrics.
- Promotes inclusivity with products for everyone.
Price Range: $19 to $36.
(Modibodi, 2023)

Absorbency Levels: Offers absorbency levels ranging from light to heavy/overnight.
Composition: Primarily uses organic cotton, elastane and polyester.
Sizes: XS to 3XL
Product features/ Benefits:
- Specifically designed to fit tweens and teens (Teens Collections)
- Made in sizes for younger growing bodies.
- 4 clever layers for protection and comfort.
- Colourful patterns
- PFAS-free period products.
Brand Values:
- Empowers women and promotes sustainability.
- Focuses on comfort and well-being during menstruation.
- Aims to reduce disposable waste.
Price Range: $15 to $25.
(Loveluna, 2023)

Absorbency Levels: Medium to Heavy
Composition: Organic Cotton, Elastane, Polyes and PUL (Polyurethane laminate)
Sizes: from 2XS (AU 6) to 3XL (AU 20)
Product Features / Benefits:
- Made with soft and breathable organic cotton
- Wear for up to 8 hours day or night
- Easy care: rinse in cold water, machine wash, line dry
- Responsibly made in China.
Brand Values:
- Philosophy emphasises not compromising health or the environment.
- Products are made from certified organic cotton and sustainably sourced, plant-based materials like Mater-Bi bioplastic and sustainably harvested cellulose.
- People and the planet are our top priority
Price Range: $15 - $27
(Tom Organic, 2023)

Target Audience

People aged between 13 - 20 who live in major cities of Australia and New Zealand who generally use tampons or pads but are open to making the switch to be more sustainable but also save money through the product's reusability. These young women are looking for relatability and comfort through their periods.

1. Lack of Self-Esteem and Self-Confidence:

Due to social stigma, lack of support or difficulty finding information, people who menstruate can feel isolated, apprehensive or ashamed, resulting in a loss of self-esteem and self-confidence.

THE PROBLEM

Through market research, we identified a lack of confidence and self-esteem within the target market. This was a result of remaining social stigma surrounding periods, and the fact it was still a taboo subject in a lot of households. This lack of confidence snowballs into bigger issues as young women struggle with these insecurities, holding them from achieving their full potential. Confidence was the key issue this project narrowed on with these points.

2. Confidence Decrease:

At puberty, confidence decreases sharply - by an average of 30% on various measures, but for some, it drops even more.

3. Desire to Feel Confident:

Recent studies suggest most young girls want to feel more confident and are actively looking to improve their confidence.

A problem that had a clear solution

86% of young girls
would feel more
CONFIDENT
if they had a mentor…

Forbes 2023

Our Solution

A program that highlighted strong and influential women and put them in a mentor position. These mentors would contribute with their stories and host live streams, aiming to build relationships with young women and normalise conversations of periods.

The Proud Period campaign will break down stigmas regarding menstruation by creating a community that empowers people who menstruate to feel confident within themselves and Bonds Bloody Comfy Period Undies.

Long term, The Proud Period campaign will allow Bonds build an archive of influencers and information to provide those who menstruate with the resources and skills to feel CONFIDENT and PROUD when experiencing and discussing all things periods.