Organic Initiative

Organic Initiative has built a name for itself in New Zealand as a leading feminine care brand with 100% pure, certified organic cotton products that are biodegradable and hypoallergenic. They are led by a passionate team of women creating global change and inspiring more people to care for themselves and their environment. With their global expansion, Oi’s goal was to corner the organic feminine hygiene market in the U.S. by being the best in (and for) the world. We were tasked with translating their philosophy and messaging into something that all women in the U.S. would embrace.

Oi's goals included creating social media campaigns that resonated with “everyday women” and inspired them to lead the revolution: switching from non-biodegradable plastic tampons and pads to organic products without chemicals or toxins. (Decreasing environmental pollution is a lofty mission but what could be more important!) With an aggressively growing category, their U.S. awareness needed to grow equally fast while remaining true to their core ethos of transparency.