Libra releases The New Period Ritual campaign via Cummins&Partners

Australian period care brand Libra launched last night a new integrated campaign ‘The New Period Ritual’ created to educate women on the ease of use when it comes to period underwear.

The campaign, created by Cummins&Partners, marks the launch of Libra Period Proof Undies.

Caitlin Patterson, executive general manager of Asaleo Care’s Retail Business Unit, said: “Libra has always had a broad product range that supports women to period their way, so it’s great to be extending that with the launch of new Libra Period Proof Undies.

“Two in three women are interested in trying period underwear and we know they will be delighted with the ease of use and absorbency of these great new Libra period undies”.

Building on the wild success of Libra’s brand rally cry #LiveLiberated which launched last year, The Wear Bleed Wash Repeat campaign is an extension of Live Liberated, which seeks to breaks down the mental barriers and anxieties around period underwear in a fun and empowering way.

Central to breaking down the stigma and fears that women have around the product is a song that highlights the easy four-step process of using period underwear.

Cummins&Partners commissioned a bespoke music track for this campaign using local female artist CD and produced the first-ever campaign for Libra created specifically for the TikTok platform.

The musically driven campaign consists of 15 second TV, OOH, digital and social.

Along with bespoke executions for TikTok and paid social activity there is a podcast with Shameless, and a series of social executions utilising brand ambassador, Abbie Chatfield bringing to the forefront the ease of introducing period underwear to your period ritual.


Client: Libra
Caitlin Patterson – Executive General Manager – Retail
Laura Demarchi – Head of Marketing – Libra & TOM
Julia Spargo-Ryan – Senior Brand Manager – Libra
Taylah Johnson – Brand Manager – Libra

Agency: Cummins&Partners
Group Account Director: Marnie McKenzie
Account Director: Juno Forster
Strategy Planner: Bec Alexander
Art Director: Melany Ang
Copywriter: Claudia Sarosiek
Executive Producer: Karley Cameron
Broadcast Producer: Steph Watt
Print Producer: David Findlay

Director: Greta Nash
DOP: Alice Stephens
Production Designer/Wardrobe Stylist: Imogen Walsh
Gaffer: Dan Carr
Photographer: Helen Dinas
Editor: Jesse Richards

Music: CD and Michael Cooper

Sound House: Bang Bang Studios
Grade: Abe Wynen (Crayon)

Media: OMD

Social Agency: Overport


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