Born with Choice

Creator

Yang, Meng, Matilda 楊蒙

Title

Born with Choice

Alternative Title

Bodily Autonomy, Female Virginity Complex, and Menstrual Product Choice Among Young Chinese Women

Subject

Advertising -- Design -- Exhibitions

College graduates

Date Created

2022-08-16
2022-08-23

Relation

PolyU Design Show 2022: Profile Cards

Format

Photographs

Identifier

ASSD2022BAADD03P001

ASSD2022BAADD03P002

ASSD2022BAADD03P003

ASSD2022BAADD03P004

ASSD2022BAADD03P005

ASSD2022BAADD03P006

ASSD2022BAADD03P007

ASSD2022BAADD03P008

Is Part Of

BA (Hons) in Advertising Design

Description

It is an advertising campaign for LUÜNA naturals, a local female sanitary product brand of Western origin, perfectly fitting Chinese audiences’ growing global vision and liberal mindset. The core idea is “Born with Choice,” based on the insight that under the Western influence, women in China are aware of gender equality, but they have no choice because of the persistent traditional value. In recent decades, young Chinese women in big cities have gradually embraced greater liberation. However, the developmental gap between cities results in a co-existence of modernity and tradition. The absence of women’s bodily autonomy affects their personal choice. The limited period product choices reflect an ongoing tension between traditional values and modern sexuality in Chinese society. With a mission of branding in the Mainland market, LUÜNA will strategically emphasize its USP of a full range of period product availability and provide more choices to support women’s bodily autonomy.

Collection

PolyU Design Show 2022