Carefree shares the secrets of sisterhood in new DDB Sydney campaign

Johnson & Johnson’s Carefree brand has moved away from the “warrior women” approach common to the feminine hygiene category to focus on women’s “secret rituals”.

The campaign, from DDB in Sydney, focuses on the idea that “No One Knows” and features women talking frankly about the impact of their periods on their lives.

In one part of the ad a woman talks about the happiness she feels when she has her period and she know’s her body is healthy and working correctly.

In another part of the ad a gay couple talk about how their have different reactions to their periods while another part features a Muslim woman.

Carla Speering, group marketing manager at Johnson & Johnson Pacific said that the brand wanted to celebrate individuality.

“In a category that’s known for celebrating warrior women, we chose to take a different path and allow real women to show us their vulnerable side,” Speering said.

“Confidence comes from a very personal place. Our latest campaign ignites the pride and inner power of every woman’s femininity. ‘No one knows’ further strengthens Carefree’s position as the brand that celebrates individuality, giving women from all walks of life the confidence to be who they are.”

Michael Barnfield, DDB Sydney creative director, said a diverse mix of real Australian women were shot in a doco-style approach, to capture the most authentic stories.

“We think the everydayness of what our talent shares with us has the potential to connect with our audience in a more powerful way than the alpha female stories we are used to,” Barnfield said.

Kate Sheppard, DDB’s managing partner, said the agency wanted to get across the message that every woman’s period was different.

“No woman is the same, no period is the same, no feminine ritual is the same, but we are all united by the things we do to make ourselves feel more confident,” Sheppard said.

The campaign kicked off with the 90-second launch ad and will run across a variety of platforms.

The Carefree campaign also comes in the wake of rival Libra launching its Libra Woman Kind campaign.


  • Carla Speering, Group Marketing Manager, Johnson & Johnson Pacific
  • Emma Thurlow, Marketing Manager, Johnson & Johnson Pacific
  • Ben Welsh, Chief Creative Officer
  • Michael Barnfield, Creative Director
  • Carolina Pinheiro, Creative
  • Guilherme Machado, Creative
  • Lachan Stewart, Social Content Producer
  • Kate Sheppard, Managing Partner
  • Claire Hynes, Account Director,
  • Caity Cowper, Account Manager
  • Alyce Guy, Producer
  • Photoplay, Production Company
  • Jasmin Tarasin, Director
  • Oliver Lawrence, Executive Producer
  • Emma Thompson, Producer
  • J3, Media Agency

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