Libra Helps Young Women Face Their Fears With New Campaign

Feminine brand Libra and Clemenger BBDO Melbourne are launching ‘I Am Fearless’, a groundbreaking platform to help young women learn to deal with the things that are holding them back – their fears.

The campaign will launch with three inspirational women who talk about facing their deepest fears. Singer Megan Washington talks candidly about her debilitating stutter, “All the things I have done in my life that I am proud of are all things on the threshold of which I felt immense fear”.

Actor Miranda Tapsell talks about the impact bullying and racism has had on her life, saying she quickly learned, “If I speak up against stuff, this is what I’m going to have to come up against”. And yoga entrepreneur Sammy Veall reveals she didn’t want to be known only as “the girl who got burned”. Washington, Tapsell and Veall talk about how facing those fears became a turning point in their lives and ultimately allowed them to become who they are today.

iamfearless.com.au is a place young women can visit,  to share their own stories, and to feel they are not alone as they face their fears, big or small.

Libra’s general manager of marketing, Jenny Nolch, says the campaign is the first time a brand in the category has taken this approach.

“Young women on the cusp of adulthood are experiencing a lot of firsts in their life – first job, first car, first flat, first day at uni,” she said. “It’s both an exciting and a terrifying time. I Am Fearless is about inspiring these women to recognise that fear is a part of life and that moving outside your comfort zone is a big part of maturing as a person.”

Clemenger BBDO Melbourne executive planning director, Paul Rees-Jones, said for many young women, their early 20s is when a sense of being more in touch with who they are and what they want out of life begins to emerge.

“It’s significant for a brand to be tackling real cultural, societal issues in a category that has historically talked product features and benefits in a somewhat juvenile manner,” he said. “When we talked to young women, they felt Libra had permission to do more. When we asked them about their fears they began to realise not facing fear was holding them back. Shining a light on those fears, acknowledging them and talking about them with people they trust didn’t make them disappear altogether, but it made them far easier to tackle and and learn to live with.”

The campaign launches on Sunday night with a 30 sec TVC, several digital videos and an online platform housing exclusive content from all three ambassadors as well as real life stories from contributors from all walks of life.  The campaign will continue to unfold over the coming months with the online platform remaining always on.  The platform will remain fresh with a constant stream of updated articles, posts, images and real life stories. Libra have also updated their packaging to coincide with the launch.

Credits:

Client                                                               Asaleo Care – Libra

Executive General Manager – Marketing         Andrew Phillips

General Marketing Manager                           Jenny Nolch

Senior Brand Manager – Libra                         Carla Gilbert

Agency                                                 Clemenger BBDO Melbourne

Creative Chairman                               James McGrath

Executive Creative Director                 Ant Keogh

Senior Copywriter                                Hilary Badgar

Copywriter                                           Shannon Crowe

Art Director                                          Jackson Harper

Social Creative Lead                            Chelsea Parks

Executive Producer                              Sonia von Bibra

Executive Planning Director                 Paul Rees-Jones

Digital Strategist                                  Christian Russell

Group Account Director                                   Naomi Gorringe

Account Director                                  Kate Joiner

Account Executive                                Alex Mleczko

Interactive Director                              Kate Thompson

Senior Digital Producer                                   Gemma Seeto

Digital Producer                                   Allan Ngo

Print Producer                                                 Nick Short

Digital Designer                                   Adam Hengstberger

Tester                                                  Sunny Sehgal

Technical Director                               Gil Fewster

Senior Developer                                Niall Rutter

Developers                                          Fork Digital

Production

Production House        Exit Films (Megan Washington), Flare Productions (Sammy Veall, Miranda Tapsell)

Director (Exit)               Amy Gebhardt

Director (Flare)                        Hilary Badger/Jackson Harper/Shannon Crowe

Producer (Exit)             Fiona Pakes

Producer (Flare)          Sonia von Bibra

Editor – (Flare)             Sam Coates

DP (Exit)                       Ari Wegner

DP (Flare)                    Sam Coates

Post Production           Flare

Sound Design              Ralph van Dijk (Eardrum)

Sound studio               Flagstaff

Sound engineer           Paul LeCouter/Stevo Williams

Animation                    Jacky Winter Group/Flutter

Artist                            Andrew Archer

Director                       Domenico Bartolo

Producers                    Fushia O’Hara/Li Liang Johnson

Animation Studio         Flutter