Carefree delivers another frank message in latest tampon ads

Carefree are promoting its tampons with a new ad aimed at younger women who may have avoided using the product before due to fears and confusion, ending with the line “itty biddy and silky smooth so you can get them in and out easily”.

The brand hit the headlines in 2012 when it became the first to use the word vagina in an advert in an ad from 303Lowe, which upset several viewers and became the most complained about ad during 2012. The ASB eventually ruled use of the word “vagina” was acceptable on Australian TV.

It features a number of young women and their fears before focusing on a woman who appears calm and stress-free, ending with the tagline “Stress free with Carefree pro-comfort tampons – itty biddy and silky smooth so you can get them in and out easily”.

The commercial, created by DDB Sydney, is the second ad of a campaign which “looks to tackle the taboos of periods and vaginal health head-on by demonstrating the reality – and normality – of period”.

DDB Sydney creative director Jen Speirs said: “With this campaign, we needed to reassure girls that whatever they’re experiencing, however scary or uncomfortable in relation to their period, is actually perfectly normal. We felt the most effective way for us to do this was to get other people to talk about what they’ve gone through in the past, or are going through now.”

The campaign is a result of recent research from Carefree that discovered women are more comfortable talking about their sex lives than their periods.

A Carefree spokesperson said: “We need to break these taboos to normalise the conversation around periods and provide women with the comfort that they are not alone in their experiences. We want to encourage women to feel more open and comfortable in discussing their personal health, and in turn, feel more confident in managing their period.”

The first commercial of the ‘Be Real’ campaign features women experiencing anxiety over tampons and first period experiences.

“The conversation that Carefree is starting with the TVCs will continue online where people can share their own real stories. The idea being that when girls hear lots of different stories, they’ll see just how similar we all are. And there’s something very comforting in that,” said Speirs.

As part of the campaign the brand is calling on women to share their stories to help normalise conversations around periods.


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