Libra has been smashing down the walls of period’s restrictions for a long time, most recently with its Live Liberated platform. The initial launch took the first step to make people feel powerful and authentic, while subverting the pressures to conform to unattainable standards of perfection.
Now cummins&partners and Libra are taking it a step further by putting moments that are shrouded in stigma, hidden, or taboo front and centre to empower individuals to be liberated from societal pressures.
The campaign is a range of moments that are an everyday experience for Libra’s customers, and yet are still seen as a taboo by society. Moments such as, blood-stained sheets, relieving period pain through pleasure, feeling the need to have to hide away from pain, embracing how your vulva looks, and the complicated condition thast is endometriosis.
The campaign was directed by Amber Mealing produced by The Producers, and is running across social media, digital and OOH
Sophie Lander, national managing director, cummins&partners, stated, “We are proud to be launching the next iteration of the Live Liberated campaign. This is an important body of work that continues to push important conversations that are still riddled with stigma. People experience these moments every day. We need to take these topics and reframe them from constraints to moments of liberation.”
Mishael Raban, head of marketing Libra, added, “The Live Liberated platform celebrates and champions the beauty of individuality, self-expression and importantly encourages people to liberate themselves from the stigmas that are still attached to periods. These moments were carefully crafted by listening to our audience. We know that we still have an important job to do, in continuing to demonstrate to them we are a brand that encourages and supports these everyday moments.”
Credits:
Client: Essity – Libra
Head of Marketing Libra: Mishael Raban
Senior Brand Manager – Libra: Taylah Johnson
Brand Manager – Libra: Grace Jackson
Digital Marketing Manager: Aaron Isaac Baldry
Agency: cummins&partners
Global CEO: Michael McConville
National Managing Director: Sophie Lander
National Creative Director: Heath Collins
Associate Creative Director: Chris Ching
Art Director: Isabella Novak
Copywriter: Catherine Risbey
Creative Services Director: Steven Tortosa
Group Business Director: Sara Stevenson
Senior Account Director: Fiona McGinley
Account Manager: Melissa Arul
Senior Strategist: Meg Andrews
Senior Retoucher: Ed Croll
Artwork and Digital: Emma Shaw
Production Company: The Producers
Director: Amber Mealing
Producer: Noelle Jones
DOP: Marcus Cropp
Editor: Kez Werner
Grade: Alina Bermingham
Photographer: Jess Brohier
