Libra is aiming to empower young women to face their fears in a new campaign which the brand is calling a category “first”.
The I Am Fearless campaign, by Clemenger BBDO Melbourne, is a dedicated platform housing exclusive content from three ambassadors: singer Megan Washington, who has overcome a debilitating stutter; actor Miranda Tapsell, who talks about the impact of bullying and racism; and yoga entrepreneur Sammy Veall, who was burned in an accident.
The hub, iamfearless.com.au, will not only contain their stories, but will also act as place where young women can visit, share their stories and feel that they're not alone as they face their fears.
Libra general manager of marketing Jenny Nolch said the campaign is a first for the category.
“Young women on the cusp of adulthood are experiencing a lot of firsts in their life – first job, first car, first flat, first day at uni. It's both an exciting and a terrifying time,” Nolch said.
“I Am Fearless is about inspiring these women to recognise that fear is a part of life and that moving outside your comfort zone is a big part of maturing as a person.”
The campaign launched on Sunday night as a 30 second television commercial, several digital videos as well as the website, with more content planned to unfold over the coming months.
Clemenger BBDO Melbourne executive planning director Paul Rees-Jones said the campaign aims to target women in their early 20s, a pivotal time when what they want out of life begins to emerge.
“It's significant for a brand to be tackling real cultural, societal issues in a category that has historically talked about product features and benefits in a somewhat juvenile manner,” Rees-Jones said.
“When we talked to young women they felt Libra had permission to do more. When we asked them about their fears, they began to realise not facing fear was holding them back.
“Shining a light on those fears, acknowledging them and talking bout them with people they trust didn't make them disappear altogether, but it made them far easier to tackle and learn to live with.”
Libra isn't the first product to push an empowering women's message, with FCB Inferno's 'This Girl Can' campaign for Sport England and Leo Burnett’s 'Like a Girl' for P&G's Always both receiving top awards at the 2015 Cannes Lions.
Libra has also updated their packaging to coincide with the launch.
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