Research* shows that 81% of young women in Sweden are affected physically & mentally by their menstruation.
Kenvue, a stand-alone consumer health company on NYSE previously owned by Johnson & Johnson, wanted to make a difference for these girls by reaching them with the correct information and with clear advice on how to handle and prevent menstruation pain and discomfort. Kenvue therefore turned to Augur for deep and up-to-date insights about the target group, their needs, coping strategies and knowledge gaps.
Based on this research, we also identified potential communication territories from which to develop information and messaging that would be both relevant and helpful for this audience. The end result was an informational brochure which can now be found at Ungdomsmottagningar throughout the country!
Phase 1: Exploration: In-home immersions
- We met with young adults aged 18-22 in their home environment to discuss their views on their adolescence and their experiences with menstruation, and menstruation pain in particular.
- In many of the interviews, they were joined by a friend or a sister who had also previously or currently struggled with menstrual pain, to provide an extra layer of comfort and familiarity (and insights!) to the conversation
Phase 2: Evaluation: Communication territories
- Based on these learnings, Augur developed three potential communication territories that could serve as springboards for communication development
- These communication territories were then evaluated by way of three discussion groups with the target (same target, new individuals), to identify the one with the highest potential and to gather key guardrails with regards to things like tone-of-voice, content, and visual cues.
The result: A highly popular and well-received informational broschure that’s currently flying off the shelves at Ungdomsmottagningar around the country! And the results will be used in a number of other applications moving forward into 2025.
*Folkhälsomyndigheten Menstruell hälsa bland unga vuxna – En intervjustudie om erfarenheter av menstruation och menstruationscykeln hos personer 18–29 år. Published: 5 september 2023