Libra Launches Its Award-Winning #BloodNormal Campaign In ANZ Via AMV BBDO
Libra has launched its award-winning #bloodnormal campaign in ANZ to normalise periods in mainstream culture.
The #bloodnormal film features the experience of periods, and period blood, openly and honestly in an attempt to normalise periods in mainstream culture.
Created by AMV BBDO and adapted for local Australian audiences, the film follows a series of young women in reallife scenarios, going about their daily lives while having their period.
It’s a sensitive portrayal of the everyday journey of menstruating women; demonstrating that periods – in all their forms – are normal and that showing them should be too.
In an Australian first for a feminine care brand, the typical blue liquid used to denote blood is replaced with a more realistic red to demonstrate a pad’s absorbency and, crucially, blood is depicted on women’s pads.
This campaign, which seeks to educate rather than shock, has garnered a number of international accolades, including the Glass Lion for Change at Cannes in 2018.
TVCs of 30” and 15” will air in Australia from Sunday 18 August onwards 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 GM of Asaleo Care’s retail business unit, said: “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.
Libra’s organic and paid social isn’t afraid to ‘go there’ when it comes to menstruation.
Libra’s Instagram page encourages people to ‘Ask Gem’ any weird and wonderful questions about periods while the website has a series of tools and articles for ladies to feel empowered when on their period.
To drive earned media, Eleven has developed a #bloodnormal campaign Libra manifesto that plays on Australia’s love of the word ‘bloody’, giving blood and periods an empowering, positive spin.
The manifesto will be brought to life with 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 also be made available to Australians to show support for the campaign and encourage women to feel empowered about having a period. All profits will be donated to Share the Dignity.
Patterson said: “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.
In a society that is becoming increasingly tolerant, the survey found that 67 per cent of teenage girls would rather fail a subject at school than have their class know they were on their period.
Patterson added: “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.”
Credits
ANZ Credits
Overport – social media
Channelle Calderwood – Creative Director
Leah D’Sylva – Account Director
Gemmah Irving – Account Manager
Georgia Donaldson – Community Manager
Yoke – website
Phoebe Dann – UX/UI Designer
Ryan Nadzielski – Creative Director
Michelle Burgess – Digital Production
Marah Houlihan – Key Account Director
Eleven – PR
Russ Tucker – Group Creative Director
Katrina Alvarez-Jarratt – Creative Director
Amy Ashworth – Group Client Partner
Maggie Stergiopoulos – Business Director
Reegan Saiani – Business Manager
Meredith Besseling – Creative
Anne Lau – Creative
Charlotte O’Rourke – Production
OMD – Media Australia
Antonia Glezakos – Managing Partner
Penny Shell – Melbourne Head of Product and National Head of Planning
Valerie Murphy – Account Director
Hannah Nickels – Account Director OMD Create
PHD – Media NZ
Morgan Johnston – Digital Planner
Abby Parkin – Group Business Director
Nureete Burnie – Senior Account Manager
Libra
Caitlin Patterson – Executive General Manager – Retail
Laura Demarchi – Libra Marketing Manager
Nicole Sherwin – Digital Marketing & eCommerce Manager
Latest News
Aussie Eco-soap Company ‘Single Use Ain’t Sexy’ Makes Big Debut With Crowdfunding Campaign
Sustainable soap brand Single Use Ain’t Sexy has been greeted with a huge influx of support after raising over half a million dollars in funding via a crowdfunding campaign. The brand has launched itself into the ‘green economy’ by calling on the Australian public to financially back them and their mission to get Aussies to […]
Software Giant Refuses To Pay Queer Artist For Their Work As Part Of Pride Month Campaign
Queer Artist Ryan James Caruthers has publically slammed software company Unfold after it asked to use the artist’s work for free as part of its Pride Month social media campaign. Caruthers took to Instagram to show screenshots of the conversation he had with Unfold after it asked the artist to share 12 of his images […]
Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping
After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]
Visit Sunshine Coast Hires New Head Of Marketing
Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]
“You’re All Creeps!” Hunky Channel Seven TV Reporter Inundated With Female Admirers (But Are The Comments Kosher?)
This poses the serious question: should only attractive people appear on TV? And it's an unequivocal 'yes' from B&T.
GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform
GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]
Nike Misspells Own Name In Embarrassing Sneaker Mix-up
Nike's just one of those brands that never seems to put a foot wrong. So this cock-up's a wonderfully refreshing change.
Kyle Sandilands Reveals He Turned Down $1.4 Million To Appear On 10’s ‘I’m A Celeb…’
To be on 'I'm a Celeb...', it seems you only need to know, have slept with or lived on the same street as a celebrity.
Hinge And Uber Combine To Help Connect Single Dog Owners
Apparently a dog is one of the best things to add to your dating profile. Well, apart from a mansion and a Ferrari.
REMINDER: Entry Deadline For Women In Media Awards Is Fast-Approaching!
Female? Work in media & advertising? Is your work often considered "the boss" or "the bee's knees"? Enter here & pronto.
Visa Announces Natalie Lockwood As New APAC Marketing VP
Do you own four maxed-out Visa cards? You could blame Natalie Lockwood or you could blame internet shopping & Uber Eats.
Liberal Politician Threatens To Sue The Chaser
It appears you can be sued for making jokes about politicians. Hence why B&T has refrained from making any jokes here.
Sydney Swans Raise Bowel Cancer Awareness Alongside The Jodi Lee Foundation
Nothing says "bowel health" like a diet of fresh fruit & veggies. Sadly, however, that doesn't include lychee daiquiris.
Ampol Launches Fundraising Campaign With The Smith Family
Great to see a petrochemical company with a good heart. Helps distract from all that "global warming" press, doesn't it?
Fashion Brands P.E Nation And Camilla Called Out After Wheelchair Runway Fail
It wouldn't be a Fashion Week without controversy. This time, however, it's nothing to do with everybody not eating.
Kleenex Exhibits Care In ‘Real Softies’ Via electriclimefilms And R/GA
Once again, toilet paper is hogging the headlines. And if COVID's given us anything marvellous, it's given us that.
BWS Brings Convenience To Aussies Via M&C Saatchi Sydney & Dentsu
Here's some terrific new work for BWS. Still, let's be honest, even if it was godawful we'd still shop there regardless.
Thursday TV Wrap: Seven Romps Home On The Back Of The AFL
It was all Origin on Wednesday, but it was all AFL last night. That said, Origin had The Veronicas & better fireworks.
JCDecaux Announces New Partnership With Bush Heritage Australia
JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]
Pedestrian Launches Talent Recruitment Program Aimed At Young People From Underrepresented Communities
Here's a top initiative from the team at Pedestrian. It's that good, it deserves a fruit basket or bonus ab-roller.
Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR
Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]
Gamers Challenged To Train With The US Marine Corps In New Work From Wunderman Thompson
New campaign sets out to prove that gamers aren't all nerdy addicts with poor diets and possible homicidal tendencies.
Make Your CX Stand Out From The Competition
It's top tips to ensure your CX stands out from the competition. Then again, you could simply plagiarise their stuff.
Customers’ Annoying Habits The Star In Latest Burger King Work
B&T's dubious about the "burgers are better at Hungry Jack's" claim. However, it has to be said that ads definitely are.
Why The Future of Work Is Hybrid
This expert argues the future of work is hybrid. Which is sad news, as B&T'd preferred it was rhumba or the bossa nova.
Hardhat Accelerates Sydney Growth, Appoints WPP’s Kate Walker General Manager
Hardhat snares WPP's Kate Walker for GM role who doesn't even bother with high vis or even a jackhammer for press photo.
Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance
In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]
UK Based BankiFi Expands To Australia
Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]
Cannes In Cairns Is Heating Up With More Speaker Announcements!
Feared that safari suit or kaftan wouldn't get another airing 'til summer? Another reason to come to Cannes in Cairns.
5 Gum Announces New Twitch Partnership
Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]
