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Libra’s award-winning #BloodNormal campaign normalises the conversation around periods

November 2020

Periods are normal. Showing them in the media should be too. Yet for so long, blue liquid has been used to denote blood when demonstrating the effectiveness of period products. It’s no wonder that 3 in 4 women still believe there is stigma attached to periods, and 8 in 10 women admit to hiding their period whether at home, at work or school.

To normalise discussion of periods in society, Libra launched its award-winning #BloodNormal  campaign in Australia and New Zealand in 2019. Created by AMV BBDO in London and adapted for Australian audiences, the #BloodNormal film features the experiences of periods, and period blood, while young women go about their lives normally. The campaign’s intention is to educate, rather than shock.

To ensure their message had a wide reach, Libra worked with Australian TV series Neighbours to integrate a period storyline into the show, forged an integrated content partnership with Pedestrian TV, and created a digital hub with an interactive Q&A, articles and tools for people to feel empowered when on their period.

“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.”

– Caitlin Patterson, Executive General Manager of Asaleo Care Retail

This Australian media approach saw Libra recognised at various regional awards shows. This was on top of international accolades the film won the previous year, including the Cannes Glass Lion for Change.

While the campaign received a variety of complaints, they were dismissed by Ad Standards.