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.

Executive general manager of Asaleo Care’s retail business unit, Caitlin Patterson, reflected on the impact #BloodNormal had on the new campaign, #LiveLiberated.

“Our new research of 1,000 Australians found an alarming 91% of women feel that society places pressure on them, with a further quarter (26%) feeling stifled and suffocated as a result,” Patterson said.

“With 4 in 5 women (78%) still feeling like there is a stigma attached to periods, #LiveLiberated challenges the status quo and invites everyone to share their own experiences. Libra wants to help to empower individuals to feel liberated from societal pressures and not feel they need to conform to unattainable standards of perfection.”

#LiveLiberated is intended to act as a rallying cry for women to challenge and liberate themselves from societal pressures. The ad is backed by a remastered version of the 1960s track ‘You Don’t Own Me’, by Australian artist Say Grace.

The film was shot in Sydney by an all-female crew.

On social media Libra will be encouraging people to ‘Ask Gem’ any questions they are too afraid to ask others, whilst paid social media will show the reality of periods.

Patterson said: “For Libra, as the only Australia-made brand of period care products, we are committed to breaking the taboos and pressures that hold women back. It is so important to us that we employ local creative talent to help us to amplify this message to Australians.

“The Libra #LiveLiberated campaign will be a daily reminder that by sharing we can challenge expectations, and that periods should not be associated with stigma and shame – instead they should be celebrated as a healthy function of life and fertility.”


Creative: Cummins & Partners
Sarah McGregor – Creative Director
Leah Dunkley – Senior Copywriter
Chay O’Rourke – Senior Art Director
Karley Cameron – Executive Producer
Bec Alexander – Strategy Director
Georgie Bugelly – Group Account Director
Juno Forster – Senior Integration Manager

Film Production: The Producers
Gemma Lee – Director
Victoria Connors – Executive Producer
Esme Fisher – Executive Producer
Zoë White – DOP
Raechel Harding – Editor
Trish Cahill – Colourist

Social Media: Overport
Leah D’Sylva – Account Director
Channelle Calderwood – Creative Director
Nasia Syrakis – Designer
Georgia Donaldson – Social Media Manager

Media: OMD
Antonia Glezakos – Managing Partner
Penny Shell – Melbourne Head of Product and National Head of Planning
Valerie Murphy – Account Director
Meghan Papadoulis – Trader
Madeline Chatterley – Social Account Manager
Emily Leviston – Social Account Executive

Caitlin Patterson – Executive General Manager – Retail
Laura Demarchi – Libra Marketing Manager
Julia Spargo-Ryan – Libra Senior Brand Manager
Taylah Johnson – Libra Brand Manager


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