Brand Building


Religious orthodox Jewish women must wait seven “clean-days” and take a ritual bath before having sexual intercourse with a partner again. Women test whether menstruation has stopped depending on the shape or colour of the discharge left in a pad. These women are then required to consult with a rabbi who carefully inspects the nature of the stains in order to give the “green light”. Women dread this consultation; they wish they could practice their faith without encountering embarrassing and time-consuming acts like this.

Rabbi app 960

The Campaign

We created an app that replaced the uncomfortable and distressing process of consulting with a Rabbi after a period, all with the approval of the highest religious authority.

Our AI-based app scans an image directly from a smartphone and instantly determines whether menstruating has completed.

We also recruited attendants at the ritual baths (Mikvehs), where religious women go after their period is over. They served as our branded app promoters, offering explanations on how to download and use the app, as well as additional much-needed information on periods from Always, in the form of leaflets and brochures.


9,000 women logged on to the app in the first month.

Always’ equity measurement in the sector soared, “brand which understands me” was up by
We generated extensive buzz and conversations throughout the Orthodox community and beyond.

Festival of Media Global 2020
Impact Award
Festival of Media Global 2020
Best Use of Digital Media – Mobile
WARC Media Awards
M&M Global Awards
Best Campaign Led by Event or Experiential

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