Mother’s ‘about flushing time’ campaign launches new period brand Fluus

Fluus is the first fully-flushable period pad, developed by a group of young eco-entrepreneurs looking for a solution to a problem: 30% of (traditional, non-flushable) sanitary pads get flushed down the toilet regardless.

Instead of clogging up the drainage system, Fluus pads are made from a biodegradable, microplastic-free material, making them 100% flushable. Mother’s message spells this out very clearly on OOH sites across London, as well as through PR and digital.

Fluus co-founder, Dr Olivia Ahn, said: “After years of development and fundraising, we’re finally in a position to be able to spread the news of our revolutionary technology far and wide. When people see a Fluus ad, we want them to stop in their tracks and ask ‘why hasn’t anybody invented this already!’ Watch this space as we get the UK flushing and make a genuine, tangible impact on the dangerous levels of plastic-packed products flushed year on year.”

Mother created the campaign with two of its “family” businesses – incubation unit Broody and Mother Design – as well as sustainability agency Alfred. Fluus’ Head of Marketing, Fran Morrison, has worked at Lloyds, Boots and Body Shop.

The 70% of people who’ve never flushed a period pad might take some persuading that it’s an OK thing to do, but then they are not the problem.

MAA creative scale: 6

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.

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