Rachele FalchiThe new campaign “Piacere di conoscermi” pairs intimate hygiene with psychological support, raising doubts about the effectiveness and ethics of an initiative that risks trivializing complex issues like mental health. Is this really the best way to address people’s well-being?
A new campaign of “social communication” featuring the collaboration between Chilly, a well-known brand of women’s hygiene products, and Unobravo, one of the leading online psychological support platforms, has begun to spark discussion. The initiative, called “Piacere di conoscermi”, aims to raise awareness among women about self-awareness and personal freedom. However, this campaign has raised several concerns, particularly regarding how psychological support is treated, with the risk of trivializing such a delicate and important topic.
Piacere di conoscermi: Are Chilly and Unobravo really supporting women’s mental health?
The campaign by Chilly and Unobravo places the concepts of awareness and female freedom at its center. However, its execution raises strong criticism, especially regarding how psychological support is treated, almost as if it were a product to be sold “by the pound.”
Mental health reduced to marketing?
Linking intimate hygiene to psychological support risks trivializing such an important and delicate issue. Mental health is a complex and profound topic that should not be used as a marketing lever to sell commercial products. However, the collaboration with Unobravo seems to do just that: offering psychological support as if it were merely an extension of a consumer good. This choice diminishes the value of psychological support, reducing it to promotional purposes.
Psychological support is not a commodity: the risks of a superficial approach
Psychological issues cannot be treated as a mass product. The idea of linking mental health to the sale of hygiene products risks emptying the significance of receiving qualified and personalized help. Such initiatives can create confusion and distort the perception of psychological support, which is seen as an accessory service rather than a vital necessity for those who suffer.
Irresponsible marketing: when messages mislead
The campaign, which seemingly aims to promote female autonomy, ends up commercializing delicate themes. This not only compromises the real value of psychological support but also risks conveying the idea that purchasing a product is enough to resolve complex personal issues. This type of marketing appears irresponsible and misleading, treating psychological well-being as something to be “sold” alongside a hygiene product.
Chilly and Unobravo: a problematic partnership
This collaboration seems to superficially address the issue of mental health, relegating psychological support to a marginal and accessory role. The risk is normalizing the idea that mental health can be “sold” with a hygiene product, ignoring the complexity and delicacy of the topic. In an era where awareness of psychological well-being is more important than ever, companies should address these issues with the seriousness and respect they deserve.
