As COVID-19 hit, panic regarding access to hygiene products quickly ignited. IMPACT and Modibodi saw an opportunity to adopt a thought leader position by igniting discussions around how to access affordable, sustainable hygiene products.

Just seven days into the pandemic crisis, IMPACT developed a #NOPANICPERIOD strategy to mobilise the Modibodi tribe, position Modibodi as an essential service and connect with vulnerable Australians.

The campaign drove the following results:

• Mobilising the brand’s highly-engaged network, ambassadors and influencers called for an end to hoarding and panic buying of single-use sanitary items, asked followers to consider more sustainable options like Modibodi, offering a discount code to provide additional support to all women during a trying time.
• Government and top tier media relations were critical in positioning Modibodi as an essential service among key government ministers.
• Modibodi donated product to vulnerable communities to ensure women in need did not experience period poverty.