Be You. Period.

In a space still dominated by taboos and stereotypes, the Be You Period campaign by Lil-Lets SA launched a bold, inclusive brand positioning and pushed body literacy in new ways. BE YOU. PERIOD.

The campaign centred on the empowerment that comes from embracing YOUR body, YOUR period, and choosing what uniquely works for YOU.

Using digital video, an interactive quiz, partnerships with local activists, and in-store touchpoints, the campaign was a celebration of individuality and the empowerment that comes from better understanding your body.

The Be You. Period campaign was Lil-Lets SA’s most-talked-about campaign to date, successfully shifting the brand’s share of voice from less than 10% to over 56% online.