Ladysoft, a feminine care brand under Softys, and VML Chile have introduced a new campaign titled “Eres toda una niña” (You are still a girl). The initiative seeks to challenge the traditional phrase “Eres toda una mujer” (You are all a woman) that is often used when a girl experiences her first menstruation.
The campaign addresses the fact that many girls now reach menarche before the age of 12. By changing a single word, the campaign aims to remind society that girls have the right to grow at their own pace and continue experiencing childhood without the pressure of premature maturity due to bodily changes.
Camila Rodríguez, Marketing Director at Softys, stated that the brand aims to ensure no girl feels forced to grow up instantly due to physical changes. Natalia Rodríguez, Art Director at VML Chile, noted the campaign intends to open a conversation about the weight of words used during this developmental stage.
Entities
Camila Rodríguez · Ladysoft · Natalia Rodríguez · Softys · VML Chile