Libra Returns With Live Liberated Via Cummins&Partners

Leading Australian period care brand Libra has launched its new integrated campaign #LiveLiberated to empower women to break the cycle of expectation, all while tackling period stigmas and taboos.

Created by Cummins&Partners, which was appointed by Libra after a pitch earlier in the year, the #LiveLiberated campaign depicts a collective of women and girls challenging the expectations that are holding them back. Watch the TVC here.

Caitlin Patterson, Executive General Manager of Asaleo Care’s Retail Business Unit, said “Following on from breaking new ground and challenging period taboos head on with #BloodNormal in 2019, our new research of 1,000 Australians found an alarming 91 per cent of women feel that society places pressure on them, with a further quarter (26 per cent) feeling stifled and suffocated as a result.

“With four in five women (78 per cent) still feeling like there is a stigma attached to periods, #LiveLiberated challenges the status quo and invites everyone to share their own experiences. Libra wants to help to empower individuals to feel liberated from societal pressures and not feel they need to conform to unattainable standards of perfection.”

The campaign, which seeks to create a rally cry, will act as a daily inspiration to encourage women and girls to both challenge and liberate themselves from societal pressures and expectations.

The #LiveLiberated campaign film is proudly Australian – created in Melbourne and directed by an all-female crew, shot on location in Sydney. It is set to the classic track “You Don’t Own Me”, remastered by Australian artist SayGrace. This track was chosen for its rousing spirit, strong message and historic context, originally released in the early 1960s – an era of ground-breaking social activism and progress in establishing more equal rights across society.

TVCs of 30” are currently airing in Australia during Network 10 programming such as The Bachelor, The Project and Gogglebox.