Our task was to raise awareness of Mooncup, making it a normal and accepted form of sanitary protection. We knew that going out and simply talking about the product was not going to be the best approach (most women don't even want to think about their periods let alone change the type of sanitary protection they are using). That said, Mooncup is a product that provokes a lot of questions and is incredibly innovative. We needed to take women on a journey and manage their introduction to the brand by leading them online to loveyourvagina.com where they would be able to fully understand and engage with the product.