Elyse Knowles, Daisy Pearce and Nikki Van Dijk join the fight to de-stigmatise periods for TOM Organic

TOM Organic has joined the fight to de-stigmatise conversations about menstruation with a new campaign that stars model Elyse Knowles, AFLW player Daisy Pearce and pro surfer Nikki Van Dijk.

The campaign comes as regulatory body Ad Standards revealed it had received over 600 complaints about Libra’s #BloodNormal campaign. Aggrieved TV viewers called Libra’s ad ‘offensive’ and ‘degrading’, however Ad Standards dismissed the complaints. 

TOM’s campaign also seeks to have a more open conversation, and shows the Australian women sharing personal stories about growing up and learning about their bodies. The videos are intended to “champion open and honest conversation on periods as well as educate on the benefits of organic products.”

The campaign also features TOM Organic customer Hannah Smith, and 2019 TOM Organic Pitch for Purpose winner, Merissa Forsyth.

TOM Organic founder, Aimee Marks, said women should feel confident enough to talk about periods.

“Half the world’s population experience a period in their lifetime, yet one in two women are still too uncomfortable to talk about it. We want to encourage conversation about periods that is honest, empowering and a part of our everyday language. Women should feel confident enough to talk about periods and personal wellbeing,” she said.

Pearce reflected on her attitude towards her period now that she is a new mother to twins.

“My attitude to my period has changed in the sense that it’s not as awkward as it once was,” Pearce said.

“As I’ve gotten older, I’ve learnt to appreciate what my period actually means and the miracle it is. Particularly now that I have kids and have seen life come off the back of a period.”

Knowles said in a statement: “I think there is a bit of stigma talking about your period and period products. We need to get the conversation started at a young age and get more people confident in talking about their periods.”

Van Dijk added: “It’s so important to open up this conversation around periods and feel open to be able to speak about it with others. I now totally embrace being a woman and actually having my period – I think it’s a beautiful thing.”

The campaign will run across social media, video on demand and YouTube.

Libra’s campaign:

Credits for TOM campaign

Creative team:
Stefan Jose, cinematographer
Ming Nomchong, photographer

Cara Norden, Marketing Director
Alyssa Ramage, Brand Manager

Creative agency – Willow + Blake:
Bree Johnson, Creative Director
Rob Patterson, Director

Media – Media 33:
Robbie Ibbotson, Digital Communications Director
Prue Hunter, Communications Coordinator


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