Libra tackles taboos in bold campaign via Cummins&Partners
Libra is tackling period care stigmas in a bold new campaign under its ‘Live Liberated’ platform, via Cummins&Partners.
The platform launch aimed to make people feel empowered and authentic, and the latest campaign takes this a step further, aiming to showcase moments that remain shrouded in stigma or taboo.
Moments such as blood-stained sheets, relieving period pain through pleasure, feeling the need to hide in pain, embracing your looks and the complications of endometriosis all feature in the new campaign.
Head of marketing at Libra, Mishael Raban, said: “The Live Liberated platform celebrates and champions the beauty of individuality, self-expression and importantly encourages people to liberate themselves from the stigmas that are still attached to periods.
“These moments were carefully crafted by listening to our audience.” Rahan continued. “We know that we still have an important job to do, in continuing to demonstrate to them we are a brand that encourages and supports these everyday moments.”
Cummins&Partners’ Sophie Lander, national managing director, added: “We are proud to be launching the next iteration of the ‘Live Liberated’ campaign. This is an important body of work that continues to push important conversations that are still riddled with stigma.
“People experience these moments everyday, we need to take these topics and reframe them from constraints to moments of liberation.”
The campaign is rolling out across social media, digital, and OOH. It was directed by Amber Mealing and produced by The Producers.
Other assets:
Credits:
Essity – Libra
Mishael Raban: Head of marketing
Taylah Johnson: Senior brand manager
Grace Jackson: Brand manager
Aaron Isaac Baldry: Digital marketing manager
cummins&partners
Global CEO: Michael McConville
National managing director: Sophie Lander
National creative director: Heath Collins
Associate creative director: Chris Ching
Art director: Isabella Novak
Copywriter: Catherine Risbey
Creative services director: Steven Tortosa
Group business director: Sara Stevenson
Senior account director: Fiona McGinley
Account manager: Melissa Arul
Senior strategist: Meg Andrews
Senior retoucher: Ed Croll
Artwork and digital: Emma Shaw
Production company: The Producers
Director: Amber Mealing
Producer: Noelle Jones
DOP: Marcus Cropp
Editor: Kez Werner
Grade: Alina Bermingham
Photographer: Jess Brohier
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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This is a really good step in the direction of normalizing something which is, well, normal, but what do we do, as media publishers, when we receive complaints from viewers who are disgusted by the “abhorrent”, “sickening”, offensive” content sometimes via ACMA who require a swift and satisfactory response?
I would like to tell them to go f**k themselves but that response seems to be frowned upon.
Perhaps “bold” = “risky”?
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