Kotex takes the conversation to a sleepover

The feminine hygiene brand Kotex is visiting schools in Caracas with its programme Kotex te lo cuenta en pijamada, a fun and enriching experience for pupils in their final years of primary school that sets out to answer every question about menstruation.

The activity involves talks in public and private schools in the capital, approached from a professional, personal and emotional angle, with the participation of Dr Vanessa Díaz, an obstetrician and gynaecologist, and Cristina Mosquera, a presenter and singer.

"Our message is aimed at girls in years five and six. We want them to see Kotex as a friend and this space we give them as a safe place to talk about everything to do with a first period. We decorate the venue as though it were a sleepover among friends, so the atmosphere is more relaxed and closer. Building on our campaign With or Without Her Period, She Can, we teach girls that menstruation is not a limitation and that it should be treated as what it is: something normal, natural and healthy. We also want parents to feel confident about the content their daughters receive," says María Corina Gómez, marketing manager at Kotex.

The brand plans to extend the reach of Kotex te lo cuenta en pijamada to other regions of the country.