Tampax for beginners, Take two

This is the front cover of the pamphlet I received in secondary one or two. Targeting kids ages 10-12, Accent on you is a rather comprehensive and well-written introduction to the reproductive system, puberty and personal care.

As an adult reading it for the second time in 23 years, I assumed that the booklet would be cheesy, but it's not. In fact, some of the text is quite sensitive in tone, for example: "Learning to accept menstruation as a natural, normal part of a girl's life will aid you in developing respect for yourself as a woman."

Highlights include the exercise page, which demonstrates some basic stretches, and the Accent on Boys section, which is considerably shorter than the girls' section. Although Tambrands can't sell the boys anything, they still did a very thorough job of explaining a boy's experience of puberty.

Also, considering the fact that this booklet was produced by Tambrands, the company that produces Tampax, it was a nice surprise to discover no product placement until page 8 of 30. The tone is heavily marketing throughout the rest of the section, but at least the language they use to sell tampons is very similar to the text used in their print ads.

A lot of effort was obviously poured into this campaign, which is remarkably integrated, consistent and human. The information in practical and sensitive, and it answers questions that young adults may be otherwise too embarrassed to ask (i.e. "Do some boys' breasts get a bit bigger and become sore at times?").

I bring these images to your attention in response to some contemporary tampon ads, which bandy about words like revolutionary and no-slip grip (no-slip grip? Are we still talking about tampons?). Not surprisingly, today's tampon ads have turned your choice of sanitary products into another brash act of self-expression. Although these ads are still targeting teens, the tone is more aggressive, the images more dynamic and the vocabulary more scientific. Oh subtlety, where art thou?

The positive side of this change is that advertisers are no longer propagating old beliefs about women needing to *take it easy* during their period. It permits young women to do more than a few sissy stretches. Another interesting shift is that there don't seem to be any girls in tampon ads anymore. The models used in Accent on You are age appropriate, but today's tampon brand models are generally more mature.

Probably to help young girls imagine the type of self-confident woman they want to be someday. Between tampons, shampoos, cell phones and Diet Coke, the next generation of women is apparently taken care of.

And if you missed this link above, do read Seth Stevenson's excellent, "Can Tampon ads be cool?". It's worth the detour if only to read the words, "It's like the Gatorade of feminine care."