V-Land
Read the story- Brand
- Saba
- Year
- 2023
- Objective
- Engagement
- Industry
- Other
- Mechanic
- Adventure & Quest
- Platform
- In-Game
- Agency
- Dentsu Creative México
Objective
Essity's own research showed most Mexican girls reach their first period with little or no accurate information, and only 5% of families even discuss it at home. Saba built V-Land to close that gap for its target audience — 7-to-15-year-olds and their parents — by meeting them inside Roblox rather than asking them to visit a campaign site.
Solution
Players spawn into a theme park built around the female reproductive system and first pick a skin — a tampon, a blood clot, or a uterus — before setting off to explore. A guide character named V walks alongside, explaining what each zone represents as players ride the roller coaster, climb the observation tower, take on the SPMountain challenge, and race through obstacles in three V-Racings heats. Along the way there's a storybook to read that lays out how the menstrual cycle works. Up to 50 players share a server, so the park is never empty — you're riding and racing alongside other kids working through the same world.
Results
11,708,975 visits and 54,772 favorites on Roblox to date, with 43 players still online concurrently when last checked — more than three years after launch.
- 1
Players access V-Land as a free Roblox experience, playable on computer, phone, or console, with servers holding up to 50 people at once.
- 2
On entry, a guide character named V welcomes the player and explains what the different parts of the world represent throughout the visit.
- 3
Players customize their avatar by picking one of three world-specific skins — a tampon, a blood clot, or a uterus — casting themselves as an element of the menstrual process.
- 4
Players roam the park freely, choosing which attraction to visit next, and can climb to an observation deck for a view of the whole world and a sense of which zones remain unexplored.
- 5
A roller coaster ride carries the player through the park's locations, functioning as a guided sightseeing tour of the world.
- 6
SPMountain is a climbing challenge named after PMS (síndrome premenstrual), tasking the player with getting to the top.
- 7
V-Racings offers three separate races in which players dodge obstacles to reach the finish line.
- 8
A storybook section lets players read an in-game narrative about menstruation.
- 9
Educational content about the menstrual cycle and its phases is woven into every attraction rather than delivered as a separate lesson.
