Creative Work of the Month: 'New brand for a new generation' Betty wins the title for Now
New femcare brand Betty has triumphed to win September’s Creative Work of the Month title.
Aimed exclusively at 11-14-year-olds, Betty aims to break down barriers and help young women feel comfortable talking about the things that are happening to their bodies. Partnering with Now for the launch, the campaign spans cinema, social media, press and DOOH with an education programme for schools planned for next year.
Anchored around betty.me and key social platforms, Betty hopes to become the go-to place for 11-14-year-olds to find out what they need to know about growing up as well as fashion, love and health and wellbeing.
At the time of launch, Alycia Haynes, head of marketing at Betty, said: “This generation are growing up in a different world and we think Betty is the perfect brand to disrupt the current market and deliver the openness and confidence that embodies this generation.”
Now chief executive, Melissa Robertson, added: “Every so often you get to work with a new brand and launch something that can not only change a market, but also do a lot of good. Betty is one of those brands.”
