Libra follows up #BloodNormal with a message of female empowerment from Cummins & Partners

Following on from last year’s #BloodNormal campaign, which challenged traditional advertising tropes for feminine hygiene products, Libra is continuing to break down stigmas about periods, celebrating women rejecting the expectations society holds for them.

The campaign has come from Cummins & Partners, which was appointed by Libra as its creative agency following a pitch earlier this year.

#BloodNormal, created by AMV BBDO, was the most complained about ad of the year in 2019, receiving 738 complaints to advertising watchdog Ad Standards, with many complaining that the ad was ‘degrading’ and uncomfortable for young men to watch.