Pedestrian and Libra bring back Dolly Doctor as part of #BloodNormal campaign

Pedestrian has partnered with Libra to launch DM Doctor, a revival of the Dolly Doctor format which sees readers ask sexual health, body, and dating questions to be answered by a health professional.

The initiative will run for three months, and serves to amplify Libra’s #BloodNormal campaign in Australia, which rejects the trope of using blue liquid to demonstrate a pad or tampon’s absorbency by using a more realistic red liquid.

“We all remember the days of giggling over (but learning a hell of a lot from) Dolly Doctor, but it’s not just teenagers who have awkward questions about sex, periods and their bodies that they feel like they can’t ask their mates,” said Pedestrian’s head of editorial, Josephine Rozenberg-Clarke.

“With DM Doctor, we’re giving our readers a safe, judgement-free space to seek the answer to sexual health and body questions they might be too uncomfortable to ask IRL [in real life].”

Libra’s marketing manager Laura Demarchi added that Libra and media agency OMD are “bloody excited”.

“Libra and OMD are bloody excited to be partnering with Pedestrian.TV for the launch of DM Doctor. At Libra, we have over 40 years experience helping women manage their periods, with an online hub for fem health information, including doctors and our very own ‘Ask Gemmah’ answering period questions girl to girl – we are excited to support DM Doctor for all things periods,” Demarchi said.

A new topic will be announced on Pedestrian’s Instagram every fortnight, from period sex and discharge to endometriosis. Readers’ questions on these topics will be answered, packaged into dedicated articles, and pushed out across Pedestrian’s health vertical and social channels.

“Pedestrian.TV is known for its ‘0% bullshit, 100% of the time’ approach to issues our audience cares about, and one of those is sexual health,” added Vanessa Lawrence, Pedestrian Group’s publisher.

“Our content always strives to normalise issues that might be seen as ‘taboo’ and Libra has been challenging the stigma around periods for decades as the only Australian-made brand of feminine care products and the first to feature blood in their marketing – that’s why, for us, it’s the perfect partnership.”


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