Libra takes a stand to normalise periods with #BloodNormal campaign

Libra is taking a stand to address the stigma surrounding women’s periods by launching the #BloodNormal campaign in Australia and New Zealand.

The ads openly show the experience of a periods and period blood, showing a series of young women in every day scenarios such as swimming, showering, having dinner with friends and working whilst having their period.

The ads also reject the current advertising trend which uses blue liquid to demonstrate the absorbency of pads and tampons, instead using a more realistic red liquid.

The #bloodnormal campaign was created by British creative agency AMV BBDO last year, and has now been adapted for the Australian market. In 2018, the campaign won the Glass Lion for Change at Cannes.

Libra has engaged Eleven PR for the Australian campaign, which will launch an influencer campaign with the manifesto ‘Bloody Awesome’. The slogan will also be printed on T-shirts available for purchase with all money going to women’s charity Share the Dignity.

Libra has also worked with the writers of Ten program Neighbours to incorporate a storyline regarding periods into the show.

Caitlin Patterson, executive general manager of Asaleo Care’s retail business unit, said: “For Libra, as the only Australian-made brand of feminine care products, it is so important to us that we employ local creative talent and assets to help us to amplify the message to Aussie girls and women that periods are normal.

“Periods are a normal part of life, but largely ignored by mainstream media. They simply don’t feature in the representation of female characters that we see every day.

“As a leader in feminine care that has been manufacturing in Australia for over 40 years, we have been challenging the stigma around periods for decades, however this research has highlighted just how far we have to go.

“We believe that like any other taboo, the more people see it, the more normal the subject becomes. We want to lead the way with a campaign that tackles the issue in a positive way, showing periods in action in everyday life truthfully and honestly – because we really care about the wellbeing of Australian women and girls.”

The 30 and 15-second TVCs will air on Ten.

Australian Credits

Overport – social media
Channelle Calderwood – Creative Director
Leah D’Sylva – Account Director
Gemmah Irving – Account Manager
Georgia Donaldson – Community Manager

Yoke – website
Phoebe Dann – UX/UI Designer
Ryan Nadzielski – Creative Director
Michelle Burgess – Digital Production
Marah Houlihan – Key Account Director

Eleven – PR
Russ Tucker – Group Creative Director
Katrina Alvarez-Jarratt – Creative Director
Amy Ashworth – Group Client Partner
Maggie Stergiopoulos – Business Director
Reegan Saiani – Business Manager
Meredith Besseling – Creative
Anne Lau – Creative
Charlotte O’Rourke – Production

OMD – Media Australia
Antonia Glezakos – Managing Partner
Penny Shell – Melbourne Head of Product and National Head of Planning
Valerie Murphy – Account Director
Hannah Nickels – Account Director OMD Create

PHD – Media NZ
Morgan Johnston – Digital Planner
Abby Parkin – Group Business Director
Nureete Burnie – Senior Account Manager

Caitlin Patterson – Executive General Manager – Retail
Laura Demarchi – Libra Marketing Manager
Nicole Sherwin – Digital Marketing & eCommerce Manager


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