Australian period care brand Libra has launched its new integrated campaign #LiveLiberated to empower women to break the cycle of expectation, all while tackling period stigmas and taboos.
Created by Cummins&Partners, which was appointed by Libra after a pitch earlier in the year, the #LiveLiberated campaign depicts a collective of women and girls challenging the expectations that are holding them back.
Caitlin Patterson, executive general manager of Libra's parent company Asaleo Care’s Retail Business Unit, says the brand conducted research among 1,000 Australians which found that 91% of women feel that society places pressure on them and 26% feel stifled and suffocated as a result.
“With four in five women (78%) still feeling like there is a stigma attached to periods, #LiveLiberated challenges the status quo and invites everyone to share their own experiences," Patterson says.
"Libra wants to help to empower individuals to feel liberated from societal pressures and not feel they need to conform to unattainable standards of perfection.”
The #LiveLiberated campaign film was created in Melbourne, directed by an all-female crew and shot on location in Sydney.
It is set to the classic track You Don’t Own Me, remastered by Australian artist SayGrace.
This track was chosen for its "rousing spirit", strong message and historic context being originally released in the early 1960s – an era of ground-breaking social activism and progress in establishing more equal rights across society.
The 30-second TVCs are currently airing in Australia during Network 10 programming such as The Bachelor, The Project and Gogglebox.
Libra’s organic and paid social media continues to show the reality of periods.
Libra’s Instagram page encourages people to ‘Ask Gem’ any questions they are too afraid to ask others, while the website houses a series of tools to empower people to Live Liberated while they are on their period.
“For Libra, as the only Australia-made brand of period care products, we are committed to breaking the taboos and pressures that hold women back," Patterson says.
"It is so important to us that we employ local creative talent to help us to amplify this message to Australians.
"The Libra #LiveLiberated campaign will be a daily reminder that by sharing we can challenge expectations, and that periods should not be associated with stigma and shame – instead they should be celebrated as a healthy function of life and fertility.”
This latest work builds on the brand's #BloodNormal campaign last year which aimed to normalise periods in mainstream media. Originally created by AMV BBDO in the UK, the work was brought to Australia and localised for the Libra brand.
Credits
Creative: Cummins&Partners
Sarah McGregor – Creative Director
Leah Dunkley – Senior Copywriter
Chay O’Rourke – Senior Art Director
Karley Cameron – Executive Producer
Bec Alexander – Strategy Director
Georgie Bugelly – Group Account Director
Juno Forster – Senior Integration Manager
Film Production: The Producers
Gemma Lee – Director
Victoria Connors – Executive Producer
Esme Fisher – Executive Producer
Zoë White – DOP
Raechel Harding – Editor
Trish Cahill – Colourist
Social Media: Overport
Leah D'Sylva – Account Director
Channelle Calderwood – Creative Director
Nasia Syrakis – Designer
Georgia Donaldson – Social Media Manager
Media: OMD
Antonia Glezakos – Managing Partner
Penny Shell – Melbourne Head of Product and National Head of Planning
Valerie Murphy – Account Director
Meghan Papadoulis – Trader
Madeline Chatterley – Social Account Manager
Emily Leviston – Social Account Executive
Libra
Caitlin Patterson – Executive General Manager – Retail
Laura Demarchi – Libra Marketing Manager
Julia Spargo-Ryan – Libra Senior Brand Manager
Taylah Johnson – Libra Brand Manager
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