CRS has consistently been at the forefront of challenging prevailing social taboos by generating healthy discourse around sensitive but important issues. This commitment to breaking barriers was a key reason why Procter & Gamble (P&G) chose to partner with CRS in 2001. At the time, P&G faced the unique challenge of introducing its globally acclaimed sanitary napkins brand, ‘Always,’ to the Pakistani market, where the topic of women’s hygiene and menstruation was considered a big taboo.


CRS tackled this formidable challenge head-on through multifaceted strategic interventions in the media. CRS took the initiative to independently engage a multitude of influential writers, thinkers, and columnists, with a particular focus on women journalists. This engagement took the form of seminars and workshops that aimed to initiate conversations about women’s health and hygiene in their everyday writings.


Through these meticulously planned and executed events, CRS successfully encouraged writers and journalists to talk about the critical issues of women’s health and hygiene, including the importance of sanitary napkins, in their articles and columns. This strategic approach was designed to gradually erode the social taboos surrounding such discussions.


CRS also strategically placed numerous print media insertions, spanning a wide spectrum of publications, from daily newspapers to weekly, monthly, and fortnightly magazines, across various languages, including Urdu, English, and regional languages. These insertions were strategically crafted to provide valuable information while smartly and gradually paving the way for the formal launch of ‘Always’ by P&G in late February 2001.


This groundbreaking campaign not only marked the successful launch of ‘Always’ in the Pakistani market but also played a pivotal role in breaking down societal barriers and encouraging open conversations about women’s health and hygiene. CRS’s interventions demonstrated the power of proactive engagement, information dissemination, and challenging taboos to drive social change.


In essence, CRS’s partnership with P&G in launching ‘Always’ in Pakistan exemplifies its dedication to addressing sensitive issues and reshaping societal norms through strategic communication. This collaboration showcases how a well-executed campaign can not only drive product success but also contribute to broader social progress and awareness.