Inside the making of Hooha, the world’s first smart tampon machine

Huge won the ‘Technology’ category at The Drum PR Awards 2019 with its campaign for Hooha. Here, the agency reveals the challenges faced and the strategies used to deliver this successful project.

The challenge

In 2018, the inventor of Hooha needed a tampon on the floor of a major tech convention. But every tampon machine at the event was broken. Clearly, amid the greatest technological advancements across every other industry, women’s basic health needs are still ignored.

The strategy

To call attention to this inequality, a team of six designed and built Hooha – the world’s first smart tampon dispenser. We didn't want it hidden away in the ladies' room so, exactly one year later, we unveiled it at SXSW on International Women’s Day.

The campaign

We partnered with The Female Quotient, an organisation committed to advancing equality for women and featured Hooha in its lounge for convention goers to try for themselves.

The results

From this exposure, we were invited to demos, talks, panels and received national news coverage earning 158 million PR impressions in just a few short weeks. This attention also led to interest from the largest consumer packaged goods company in the world and their #1 tampon brand.

The project as a winner at The Drum PR Awards 2019. To register your interest in 2020’s event, click here.

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