Three videos highlighting the need for cultural change, for us to de-stigmatize hush-hush topics.
The courage to let go the old ways within our own self creates the New without.
A Swedish feminine hygiene brand’s bold, unapologetic ode to vaginas everywhere. There is only one perfect vulva. Yours!
Libesse’s “Blood Normal” campaign put period blood front and centre to help de-stigmatize menstruation and earned the Glass Lion for Change Grand Prix on the final night of the Cannes Lions International Festival of Creativity. The category honours work that promotes positive cultural change affecting gender inequality and imbalance.
“Periods are a natural part of life, so why are they rarely given any screen time? Surely hiding something so normal only adds to the shame and embarrassment many women feel when it comes to their periods. Let’s be open about it.
“Our #blood normal campaign aims to call time on period taboos. We’ve conducted an online survey of among 10,017 men and women and found that 74% of them want to see more realistic representation of periods in advertisements. We show true-to-life situations; we show blood; we show the world that the only way to kill stigma is to make the invisible visible.
“By bringing blood out of the dark, onto our screens and into the conversation we’re paving a positive path for women of the future. After all, shouldn’t period-talk be as normal as periods themselves?”
“On average, every week a woman in Canada is killed by her intimate partner.
“This virtual peephole gave everyday Canadians a disturbing reminder that while they can just walk away, some women can’t.
“If you’d like to learn more, donate or volunteer, visit www.bwss.org.”