Libra is bringing its award-winning #bloodnormal campaign, which attempts to remove the stigma around menstruation, to Australia.
The campaign was originally created by AMV BBDO in the UK but has now been adapted for local audiences.
Rather than use the typical blue liquid found in ads for pads, the #bloodnormal campaign replaces it with a more realistic red liquid.
“Periods are a normal part of life, but largely ignored by mainstream media,” Caitlin Patterson, executive general manager of retail at Libra, says.
“They simply don’t feature in the representation of female characters that we see everyday.
“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.”
The campaign includes a 30-second and 15-second TVC which began airing on 18 August during shows such as The Bachelor, The Project and Gogglebox.
In addition, Libra has worked with the writers of popular Ten program Neighbours to integrate a period storyline in the show.
Libra will also use push the campaign with a series of influencer activations and is encouraging people to ‘Ask Gem’ any questions about periods on its Instagram page.
The campaign #bloodnormal has won awards including the Glass Lion for Change at Cannes last year.
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