Libra Evolves “Live Liberated” Campaign, Via Cummins&Partners

Libra Evolves “Live Liberated” Campaign, Via Cummins&Partners

Australian period care brand Libra has launched its new campaign under 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 Libra is putting moments that are shrouded in stigma, hidden, or taboo front and centre to empower individuals to be liberated from societal pressures.

The campaign showcases 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 shining a light on the complicated condition which is endometriosis.

Sophie Lander, national managing director, cummins&partners, said,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 everyday, we need to take these topics and reframe them from constraints to moments of liberation.”

Mishael Raban, Head of Marketing Libra says, “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.”

The campaign was directed by Amber Mealing produced by The Producers, and launches across social media, digital and OOH.

Credits:

Essity –  Libra

Mishael Raban: Head of Marketing Libra

Taylah Johnson: Senior Brand Manager – Libra

Grace Jackson: Brand Manager – Libra

Aaron Isaac Baldry: Digital Marketing Manager

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




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