CARE #RespectezNosRegles - Care | Clapboard Ad Archive

CARE #RespectezNosRegles is a 2019 campaign by BBDO for Care France that confronts the entrenched stigma surrounding menstruation and its devastating effect on girls’ education through a potent, symbol-driven narrative. Operating within the public service market category, this film campaign strategically employs what Clapboard identifies as FORMAT#3—Symbolize the Problem—to evoke empathy and elevate awareness without resorting to literal depictions of menstruation or school dropout statistics. Instead, the campaign harnesses metaphorical imagery and a resonant emotional tone to break the silence on period taboos, which remain a significant barrier to gender equality and access to education in many communities. By embedding the hashtags #RespectezNosRegles and #RespectOurPeriods, the campaign extends its reach into social discourse, inviting a broad audience that includes policymakers, educators, parents, and young women themselves to rethink societal norms and embrace menstruation as a natural, respected part of life. The film’s evocative storytelling challenges viewers to confront ingrained prejudices that force millions of girls out of school during their menstrual cycles, highlighting the urgent need for inclusive support systems and policy reforms. Care France’s commitment to vulnerable populations worldwide is clear in this campaign’s call to action, which champions not only awareness but also tangible cultural and institutional change. The campaign earns 63/100 in Clapboard’s global creative archive. CARE #RespectezNosRegles matters to the industry because it demonstrates how public service advertising can harness symbolic storytelling to address deeply rooted social taboos, signaling a shift towards more nuanced and culturally sensitive communications in advocacy work.