Gen Z Girls “Takeover” Executive Roles at a Menstrual Products Brand
Social Media Campaign to Break “Period Poverty” in Hong Kong and Support Thousands of Underprivileged Girls.
Menstrual products are an everyday necessity for females, yet they remain an unaffordable expense for underprivileged girls. Recognising that this challenge often remains hidden from view, two young girls took over executive roles through Plan International Hong Kong’s “Girls Takeover” programme to drive meaningful change.
HKU and CityU Girls “Takeover” Marketing Directors to Raise Their Voices
Since 2016, Plan International has organised “Girls Takeover” every year, giving girls the opportunity to experience corporate decision-making while advocating for gender equality. Last October, the programme partnered once again with Kotex, a brand under personal care corporation Kimberly-Clark (Hong Kong) Limited. Nicole, a second-year student at the University of Hong Kong, and Tracy, a fourth-year student at City University of Hong Kong, jointly took over the role of Marketing Director.
Previously, with support from Kotex, Plan International Hong Kong completed the city’s first comprehensive study on period poverty, revealing the widespread challenges of period poverty and period shaming faced by local girls and women. Before joining the programme, both participants had varying levels of understanding of the issue. Nicole had heard of period shaming but was surprised to learn that period poverty also existed in Hong Kong. Meanwhile, Tracy met a lady who was a new arrival from the Mainland and was facing financial hardship. Able to afford only the cheapest sanitary pads, she told Tracy, “I simply don’t have the money.” Hearing those words made the issue feel real and immediate for Tracy. Motivated by these insights, the two Gen Z girls joined “Girls Takeover”, determined to make a positive difference.
This year, “Girls Takeover” partnered once again with Kotex, with Nicole (left) and Tracy (right) stepping into the role of Marketing Director to bring conversations about menstrual issues into the public spotlight.。
Gen Z Innovation and Interactive Approach Move Beyond Traditional Promotion
To advocate for menstrual equity, Nicole and Tracy combined creativity with careful planning to develop a social media campaign tailored to today’s online audiences. They planned a series of social media posts and short videos centred on the theme “Period is Normal. No Shame.” By incorporating interactive elements, they encouraged public participation, with every interaction helping to trigger donations of menstrual products. The campaign moved beyond passive promotion and showcased Kotex’s commitment to corporate social responsibility, ultimately securing enough menstrual products to support 1,000 girls for three months.
Ms Penny Lin, Marketing Director of Kimberly-Clark (Hong Kong) Limited, said, “It’s truly inspiring to see Nicole and Tracy bring so much energy and creativity to their social campaign. The programme perfectly reflects Kotex’s commitment to empowering women.”
Ms Penny Lin (third from right) said she was delighted to empower Nicole (second from right) and Tracy (first from right), allowing them to take on leadership roles within the company and demonstrate the power of girls.
Growing Through Challenges and Bringing Girls’ Power into the Community
Reflecting on the journey, Nicole and Tracy recalled the many rounds of planning and refinement needed to balance social advocacy with brand strategy. Together, they tackled challenges and continually improved their ideas. Whilst grateful for the support of the Kotex team, Tracy found greater confidence in her own creativity, while Nicole learned to stay positive when facing obstacles. Most importantly, the programme brought the two together. Tracy described meeting Nicole as a “buddy” as one of her greatest rewards, while Nicole cherished connecting with someone who shared her values and vision.
Throughout the programme, Nicole and Tracy organised workshops and prepared for the production of short videos, and their collaboration with the Kotex team left a lasting impression on them.
“Girls Takeover” not only enabled Nicole and Tracy to recognise their own strengths and potential but also helped bring the issues of period poverty and period shaming into public conversation. When girls are given the opportunity to take on decision-making roles, the impact extends far beyond personal growth, creating positive change that benefits the wider community.
With Kotex’s support, the engagement generated by Nicole and Tracy’s social media campaign was converted into practical support for 1,000 girls. Nicole (first from right) also took part in distributing menstrual products and hosted a sharing session for girls living in residential homes.
