V-land : Essity x Roblox

The "V-land" experience was created by Essity, in collaboration with its main feminine care brand, Saba®, on the online gaming platform Roblox to normalize menstruation. This initiative aims to provide boys, girls, and parents with a space where the stigma and taboos around menstruation can be eliminated through entertaining education (edutainment). V-land was developed in response to a lack of information and knowledge about the menstrual cycle. According to the first national survey on menstrual management conducted by Essity, in collaboration with Menstruación Digna Mexico and UNICEF, 44% of women feel uncomfortable talking about menstruation with their father, brothers, uncles, or other male family members, while 52% feel uncomfortable discussing it with their partners and colleagues. Moreover, according to Essity's 2022 global survey on hygiene and health, only 55% of people claim to be informed about menstruation. These information gaps have led to many prejudices and misconceptions about menstruation, even causing women to experience this natural event with taboos, mockery, and fear.

To address these challenges, Essity and its feminine care brands aim to strengthen education and raise awareness about menstrual health to break the taboos surrounding menstruation. Education is more effective when combined with entertainment. That's why Saba® and Dentsu Creative have adopted an immersive experience to send the key message: all girls, boys, and teenagers should experience menstruation without stigmas or taboos.

The V-land experience offers players the chance to discover different elements related to menstruation through play. For example, players can find skins to use while navigating this world, such as a tampon, a blood clot, or a uterus. Each element has been carefully chosen to raise awareness and break the taboos related to menstruation. The idea is to allow players to live exciting adventures, full of emotions, without mockery or intimidation.

V-Land was launched on February 23 on Roblox and is available for free in Spanish worldwide on computers, mobile phones, and consoles. The launch campaign will last all year with a 360-degree promotion strategy that includes school visits in Mexico and targets girls and boys aged 7 to 15, as well as parents of children aged 9 to 15.