Campaign SpotlightPress Release

Charmee guides young women through self-discovery with PAD-ibig Diaries

MANILA, PHILIPPINES — To help young ladies on their journey of self-discovery and girlhood, feminine protection brand CHARMEE has provided them with the support system to navigate their journey — be it about relationships, consent, sex, contraception, or overall female reproductive health.

Last February 14, CHARMEE, together with Roots of Health, a highly respected reproductive health organization based in the Philippines, and an all-women team from advertising agency Blackpencil Manila of the Leo Burnett Group, celebrated girls through Project Roots where they learned correct information on sexual health, contraception, consent, and healthy relationships in an engaging way. 

The project kicked off at Palawan High School, the second-largest high school in the country. It was made more relatable and fun through interactive activities and colorful storytelling delivered through a surprising media — sanitary napkins.


Dear Diary

The activity opened with the female students being welcomed with the PAD-ibig Diary shelf with 24 diary designs and stories, all wrapped around CHARMEE feminine pads, open to the students to grab one for free.

These diaries are fun and visually appealing and contain nakakakilig stories with evidence-based scientific information. They tackle important lessons on sexual education, spanning from busting common myths about reproduction and pregnancy to the basics of consent, healthy relationships, and communication. 

To make it even more interesting and interactive, the activity included a dramatic reading by some of the school’s best actresses of some of the diary entries. The students were also encouraged to take selfies with the self-care mirrors scattered around the school gym.

Just between us girls

The fun learning sessions didn’t end there, as a more in-depth talk with Roots of Health educators took place. The entertaining and engaging segment discussed the science behind what was “Chismis or Check” or true or false about sex and female health. 

Even after the learning sessions concluded at Palawan National High School, empowering and supporting more than 5,000 female high school students continued. The PAD-ibig Diary shelf was placed in the school’s clinic and is available for female students who need it.

Ensuring educational resources are readily available, murals in the girls’ toilets and by the clinic were also created as reminders. Roots of Health has also uploaded the PAD-ibig Diary stories online for easy viewing anytime. Not only that, girls can also visit the organization’s Youth Clinics and regular TikTok Live Sessions called “Safe Magtanong Dito” where more questions can be asked and answered by credible educators.

Beyond the feminine pad

So many more young and adult women can watch out for the brand’s nationwide School Tour Activation in 2024, which will reach girls from grade 7 to 12 (12 to 15 years old) and give away sanitary napkins and pantyliner product samples. Aside from making sanitary pads accessible to young girls, this School Tour initiative also aims to educate the students on menstruation and proper menstrual hygiene practices through an educational flyer. 

On top of these exciting events, CHARMEE will also launch digital educational campaigns about Menstrual Hygiene and polycystic ovary syndrome (PCOS).

From PAD-ibig Diaries to educational campaigns, CHARMEE will continue to reach its goal of empowering girls and becoming their dependable partner in their journey to womanhood. 

To know more about CHARMEE, visit its website and follow their social media platforms, Facebook, Instagram, TikTok.

Partner with adobo Magazine

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