How we shifted the period paradigm with Bodyform once more, and continued to break down the barriers that hold women back

Challenge

As Libresse was restating their purpose and new brand identity, they had the chance to become the most empathetic and holistic brand when it comes to periods and intimate health.

Our research and active listening was striking: The taboos around women and womb-bearers’ experiences translated into a toxic culture of silence and a simplistic single narrative, impacting their wellbeing and critical diagnosis.

Solution

To give a voice to the unseen, unspoken and unknown truths about women and womb bearers’ complex relationships with their periods and wombs.

We brought to life real women’s testimonials of pleasure, pain, love and hate, And with radical empathy we broke down the silence - to finally start a virtuous circle of sharing and listening.

Results

#Wombstories has continued to break taboos about women’s bodies and health. Following the launch of the film, which went through a more complex range of emotions, chronicling the highs and lows, pains, and pleasures of living with a womb, the activation #Painstories has offered a solution for a systemic change in the way Endometriosis pain is defined, recognised, and treated. It was acknowledged as a ground-breaking diagnostic tool and praised by healthcare professionals in multiple disciplines worldwide before being awarded in every creative competition it was entered into.

The campaign has now been rolled out in over 30 markets (from 4 markets running global work back in 2016), shared in 132 countries, had over 100 million views, smashed all brand norms and has seen Bodyform/Libresse become the fastest growing Femcare brand in the world and the second most awarded brand in the world. The Wombstories campaign grew market share in the UK by 14%, and in Russia by 10% and won a plethora of awards:

Cannes Health Lion Grand Prix Cannes Titanium Grand Prix 

Cannes Film and Film Craft Grand Prix Cannes Gold Glass Lion

D&AD Black Pencil

One Show Best in Show

6 One Show Best of Disciplines, including Creative Use of Data

Campaign Big Award winner for Consistent Creative Excellence

APG Gold 

APG Special Prize for Inspired Creative Thinking

Bravest Team at Marketing Society

As well as: 3.3m views, 4.7m video reach, 102 pieces of PR coverage, 1.5bn PR reach, 241k engagements

1.5bn PR reach
Statistic
241k engagements
Statistic
Cannes Grand Prix, Gold & Silver
Statistic

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#Wombstories

We united an audience with a new kind of conversation The story of how we shifted the period paradigm with Bodyform once more, and continued to break down the barriers that hold women back.

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AMV BBDO

020 3787 0100 newbusiness@amvbbdo.com