Libra’s #bloodnormal campaign by AMV BBDO has arrived in Australia, adapted for local Australian audiences. The campaign won awards throughout the world in 2018, including The Glass Lion for Change at Cannes and the Grand Prix in the Effective Use of Brand Purpose category of the 2018 WARC Awards.
It’s the first time that an Australian feminine care brand has used a realistic red liquid rather than the blue to denote blood to demonstrate a pad’s absorbency and show it on women’s pads.
The commercial will be aired in Australia in 30-second and 15-second versions from Sunday 18 August, during Network 10 programming such as The Bachelor, The Project and Gogglebox.
In addition to the TVCs, Libra has worked with a number of local agencies to bring the #bloodnormal message to audiences via paid, owned and earned media.
Caitlin Patterson, executive general manager of Asaleo Care’s Retail Business Unit, stated, “For Libra, as the only Australian made brand of feminine care products, it is so important to us that we employ local creative talent and assets to help us to amplify the message to Aussie girls and women that periods are normal.”
To normalise the conversation, for the first time in Neighbours’ 34-year history, Libra has worked with the writers to integrate a period storyline into the show. Overport has added a feature to Libra’s Instagram page, which encourages people to Ask Gem any weird and wonderful questions about periods.
The LoveLibra #bloodnormal website, by Yoke, will have a series of tools and articles for ladies to feel empowered when on their period.
Eleven has developed a #bloodnormal earned media campaign – a Libra manifesto that plays on Australia’s love of the word ‘bloody’, giving blood and periods an empowering, positive spin. The manifesto will be incorporated into a series of influencer activations throughout August and September. The voice of a generation, Shameless, discussed the manifesto on an exclusive podcast episode on August 12.
Bloody Awesome t-shirts, printed with the Libra manifesto, will be sold, with all profits donated to Share the Dignity.
Patterson added, “Periods are a normal part of life, but largely ignored by mainstream media. They simply don’t feature in the representation of female characters that we see every day.”
A recent survey of 1,000 people found that 3 in 4 women believe there is still a stigma attached to periods and 8 out of 10 women admit to hiding their period whether at home, at work or at school. 67% of teenage girls would rather fail a subject at school than have their class know they were on their period.
Patterson noted, “As a leader in feminine care that has been manufacturing in Australia for over 40 years, we have been challenging the stigma around periods for decades, however this research has highlighted just how far we have to go.
“We believe that like any other taboo, the more people see it, the more normal the subject becomes. We want to lead the way with a campaign that tackles the issue in a positive way, showing periods in action in everyday life truthfully and honestly – because we really care about the wellbeing of Australian women and girls.”
Social media: Overport
Creative Director: Channelle Calderwood
Account Director: Leah D’Sylva
Account Manager: Gemmah Irving
Community Manager: Georgia Donaldson
Creative Director: Ryan Nadzielski
UX/UI Designer:Phoebe Dann
Digital Production: Michelle Burgess
Key Account Director: Marah Houlihan
Group Creative Director:Russ Tucker
Creative Director:Katrina Alvarez-Jarratt
Creatives: Meredith Besseling & Anne Lau
Group Client Partner: Amy Ashworth
Business Director: Maggie Stergiopoulos
Business Manager: Reegan Saiani
Media Australia: OMD
Media NZ: PHD
Executive General Manager – Retail: Caitlin Patterson
Libra Marketing Manager: Laura Demarchi
Digital Marketing & eCommerce Manager: Nicole Sherwin