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Libra aims to address fears of young women in shift away from categories ‘junvenile’ marketing

Feminine hygiene brand Libra is aiming to forge stronger bonds with its customers through a campaign designed to help young women confront and deal with their fears.

Created by Clemenger BBDO Melbourne the ‘I Am Fearless’ campaign, which kicked off last night with a TV commercial featuring singer Megan Washington, includes an online hub where women can share their stories and insecurities.

In addition to the TVC where Washington talks about tackling her stutter, the web platform features actress Miranda Tapsell reliving the impact bullying and racism has had on her life and yoga entrepreneur Sammy Veall who discusses how she rebuilt her life after suffering severe burns.

All three brand ambassadors are “inspirational women who talk about facing their deepest fears”, Libra general manager of marketing, Jenny Nolch said.

She claimed the campaign is the first of its kind in the category.

“Young women on the cusp of adulthood are experiencing a lot of firsts in their life – first job, first car, first flat, first day at uni. It’s both an exciting and a terrifying time,” she said.

“I Am Fearless is about inspiring these women to recognise that fear is a part of life and that moving outside your comfort zone is a big part of maturing as a person.”

Clemenger BBDO Melbourne executive planning director, Paul Rees-Jones, said the campaign aims to tackle “real cultural and societal issues” in a category that taken a “somewhat juvenile” approach to promoting its products.

“When we talked to young women, they felt Libra had permission to do more. When we asked them about their fears they began to realise not facing fear was holding them back,” he said. “Shining a light on those fears, acknowledging them and talking about them with people they trust didn’t make them disappear altogether, but it made them far easier to tackle and and learn to live with.”

Credits:

Client Asaleo Care – Libra

Executive General Manager – Marketing Andrew Phillips

Agency – Clemenger BBDO Melbourne

Creative chairman – James McGrath

Executive creative director – Ant Keogh

Production House – Exit Films (Megan Washington), Flare Productions (Sammy Veall, Miranda Tapsell)

Director – Domenico Bartolo

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