Libra Returns With Live Liberated Via Cummins&Partners

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.

Please login with linkedin to comment


Latest News

QUT Business School Launches “Make it Real” Via BCM Group
  • Campaigns

QUT Business School Launches “Make it Real” Via BCM Group

Queensland University of Technology (QUT) Business School has launched a new brand platform, developed by BCM Group, built to encourage prospective students to upskill, invest in themselves, and nurture their inner entrepreneur.

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally
  • Opinion

Making A Name For Your Brand In A New Market: Tips For Launching A Campaign Globally

Jacqueline Gonzales [featured image] is the Head of Global Marketing at Squarespace. In this piece, she shares her best pieces of advice for launching a campaign globally. It’s estimated that we see between 6,000 to 10,000 ads every single day. In today’s digital landscape we’re constantly bombarded by so many different brand messages from every […]


by B&T Magazine

B&T Magazine
Acast Announces New Podcast ‘The Elements’
  • Media

Acast Announces New Podcast ‘The Elements’

From the audio producer of The Teacher’s Pet comes The Elements, a new Acast Creator Network podcast hosted by Thredbo survivor Stuart Diver. The Elements is a  podcast that journeys into the heart of surviving a natural disaster and will be hosted and distributed by the creator-first podcast company Acast as part of the Acast Creator […]