In a world where technology advances every day, it is necessary to break paradigms and take the topic of the menstrual cycle to previously unthinkable places such as the metaverse. In three months, Essity and its leading feminine care brand in Mexico, Saba®, developed V-Land, a game on Roblox where boys, girls, teenagers and parents have a space in the metaverse that allows them to learn about and normalize menstruation.
This innovation came about after the brand gathered valuable insights that reflect the lack of information and knowledge about the menstrual cycle. The first National Menstrual Management Survey conducted by Essity, in conjunction with Menstruación Digna Mexico and UNICEF, found that 44% of women feel uncomfortable talking about menstruation with their father, brothers, uncles or other male relatives, while 52% feel uncomfortable talking about it with their partners and colleagues. In fact, the lack of information around menstruation is a global issue, with only 55% claiming to be knowledgeable about menstruation according to Essity’s Global Hygiene and Health Survey from 2022. As a result, many prejudices and misconceptions have arisen around menstruation, and have even caused women to live this natural experience with taboos, mockery and fear.
Essity and its feminine care brands want to strengthen education and drive awareness of menstrual health in order to break taboos surrounding menstruation. However, education is most effective when combined with entertainment. That is why Saba® and Dentsu Creative have taken to the metaverse to send the key message: that all girls, boys and adolescents should experience menstruation without stigmas or taboos.
“We developed the idea with the objective of initiating an innovative project that will help educate, while you play. We decided to launch V-Land in Roblox where the players will be able to find skins to use while navigating through this world, for example a tampon, a blood clot or a uterus. Every single element has been carefully chosen to bring awareness and break taboos related to menstruation as we want players to experience thrilling adventures full of emotions that are free from ridicule or bullying,” explains Mariana Salguero, Marketing Manager of feminine care brand Saba® by Essity.
V-Land was launched on February 23 in Roblox and is available for free in Spanish worldwide on computers, cell phones and consoles. The launch campaign will run throughout the year with a 360 promotion strategy that includes visits to schools in Mexico and targets girls and boys ages 7 to 15 and parents of children ages 9 to 15.