Libra follows up #BloodNormal using a message of feminine empowerment by Cummins & Partners

Libra follows up #BloodNormal with a message of female empowerment from Cummins & Partners

Following on from the past year’s #BloodNormal effort, that challenged traditional advertisements tropes for female care goods, Libra is ongoing to crack down stigmas about intervals, observing girls rejecting the hopes society stays for them.

The effort has arrived out of Cummins & Partners, that had been made by Libra because its creative agency after a pitch before this season.

#BloodNormal, made by AMV BBDO, has been the most complained about ad of this year in 2019, getting 738 complaints to marketing watchdog Advertisement Standards, together with lots of complaining that the advertisement had been’degrading’ and embarrassing for young guys to observe.

Executive general director of Asaleo Care’s retail firm, Caitlin Patterson, represented on the effect #BloodNormal had to the brand new effort, #LiveLiberated.


“Our newest study ,000 Australians discovered an alarming 91percent of girls think society puts pressure on these, with a further quarter (26percent ) feeling stifled and suffocated as a consequence,” Patterson explained.

“With 4 women (78percent ) still feeling as there’s a stigma attached for spans, #LiveLiberated challenges the status quo and also invites all to talk about their own adventures. Libra would like to be able to enable people to feel free from social pressures rather than believe that they will need to conform to postsecondary standards of devotion ”

#LiveLiberated is meant to serve as a rallying cry for women to battle and also liberate themselves from social pressures. The advertisement is supported with a remastered version of this 1960s monitor’You Do not Own Me’, by Australian celebrity Say Grace.

The movie was taken in Sydney with an all-female team.

On social networking Libra will be inviting individuals to’Request Gem’ any queries they’re too reluctant to ask other people, whilst compensated social websites will demonstrate the fact of intervals.

Patterson stated:”As an Libra, since the sole Australia-made brand of span maintenance products, we’re devoted to breaking the taboos and stresses which hold back women. It’s so significant for us that we use local creative ability to assist us to reevaluate this information to Australians.

“The Libra #LiveLiberated effort is going to be a daily reminder by sharing we could combat expectations, which spans shouldn’t be connected with shame and stigma — rather they need to be distinguished as a nutritious role of fertility and life.”


Creative: Cummins & PartnersSarah McGregor — Deadly DirectorLeah Dunkley — Mature CopywriterChay O’Rourke — Senior Art DirectorKarley Cameron — Executive ProducerBec Alexander — Strategy DirectorGeorgie Bugelly — Group Account DirectorJuno Forster — Mature Coding Supervisor

Film Production: The ProducersGemma Lee — DirectorVictoria Connors — Executive ProducerEsme Fisher — Executive ProducerZoĆ« White — DOPRaechel Harding — EditorTrish Cahill — Colourist

Social Media: OverportLeah D’Sylva — Account DirectorChannelle Calderwood — Deadly DirectorNasia Syrakis — DesignerGeorgia Donaldson — Social Media Manager

Media: OMDAntonia Glezakos — Handling PartnerPenny Shell — Melbourne Head of Product and National Head of PlanningValerie Murphy — — Account DirectorMeghan Papadoulis — TraderMadeline Chatterley — Social Account ManagerEmily Leviston — Social Account Executive

LibraCaitlin Patterson — Executive General Manager — RetailLaura Demarchi — Libra Advertising ManagerJulia Spargo-Ryan — Libra Senior Brand ManagerTaylah Johnson — Libra Brand Manager

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