The Art of Stains.

Period stains are rarely talked about in Saudi Arabia. MullenLowe MENA's Gerety Awards entry says '72% of women believe periods shouldn’t be talked about, leaving 90% unequipped to deal with period stains'; the research behind the figures isn't named. OMO needed to teach stain removal without forcing an open conversation.

Henna salons are, in the launch release's words, 'intimate sanctuaries where women connect, share stories, and uphold tradition'. OMO Arabia and MullenLowe MENA worked with henna artists there on bespoke designs that discreetly carry the three steps for removing a period stain: soften with cold water, wash with OMO, rinse with cold water. Dania Bdeir directed a film for Milkshake Media of unscripted conversations with henna artists, Snapchat lenses let people try the designs on, and custom henna kits went to artists across the country and could be downloaded from omoarabia.com (Communicate; Campaign Middle East). The entrant adds guidebooks, temporary tattoos and school sessions run with the Ministry of Education.