Essity, leading global hygiene and health company and owner of Bodyform, Libresse, Nana, Nuvenia, Saba and Nosotras, is committed to breaking the taboos that hold women back and … read morecreating a more understanding world. With the award-winning #BloodNormal campaign in 2017, Bodyform & Libresse tackled the stigma around periods, turning blue liquid red and showing period blood as it really is.
Agency: AMV BBDO, London
With Viva La Vulva in 2018, singing vulvas called out the toxic myth of the perfect vulva. In 2020, Bodyform & Libresse have created their boldest campaign to date, confronting a damaging etiquette that women live with every day, one which dictates what they should – and shouldn’t – feel about their bodies. With #wombstories, Bodyform & Libresse push back against the single, simplistic narrative girls are taught from a young age: start your period in adolescence, repeat with 'a bit' of pain, want a baby, get pregnant, have more periods, stop periods, fade into the menopausal background. The reality is, of course, much messier, but society doesn’t encourage women to talk openly about the highs and lows of their intimate health, especially in times of global uncertainty. A new research study of women and men by Bodyform & Libresse found that two thirds of women who experienced miscarriage, endometriosis, fertility issues and menopause said that being open with family and friends helped them cope. And yet the same research found that half of women feel society wants them to keep silent about their experiences, while half of women felt staying silent about their issues damaged their mental health. This leads to a damaging silence around a range of difficult and sensitive issues that women face every day. The physical concern may be treated, but the emotional dimension is often left unheard and overlooked.
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