Kimberly-Clark

Insight

In many parts of America women have to drive 100 miles to see a doctor, resulting in a higher rate of detectible, treatable conditions.

Idea

A kit that turns leakage pads into screening tests.

Execution

A series of kits sent out to women in "health deserts" that enables them to test for health conditions by mail.

Notes

Seen this idea in various forms, but I love it anytime a brand can convert a regular behaviour into an entirely new one.