V-Land

Objective

Saba, Mexico's leading feminine hygiene brand, partnered with Dentsu Creative Mexico to create an educational game that normalizes menstruation among children and teenagers. Following Mexico's first national menstruation survey (conducted with Essity, Menstruación Digna, and UNICEF), the brand needed an innovative way to reach younger audiences with factual, non-stigmatizing information about the menstrual cycle.

Solution

V-Land is a free interactive game built on Roblox, accessible across computers, mobile phones, and gaming consoles. Players create customizable avatars and navigate a virtual environment where they learn about the menstrual cycle through gameplay. The game includes unique character skins representing biological elements such as tampons, blood cells, and the uterus. The experience was developed over three months and positioned as an 'edutainment' resource combining entertainment with reproductive health education.

Results

The campaign received recognition at the Clio Awards 2024 as a Shortlist Award.