Libra launches #BloodNormal campaign in Australia
The #BloodNormal film features the experience of periods, and period blood, openly and honestly in an attempt to normalise periods in mainstream culture.
This campaign, which seeks to educate rather than shock, has garnered a number of international accolades, including the Glass Lion for Change at Cannes in 2018.
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.”
Credits:
Brand: Libra
Website: https://lovelibra.com/blood-normal/
Campaign: Blood Normal
Overport – social media
Channelle Calderwood – Creative Director
Leah D’Sylva – Account Director
Gemmah Irving – Account Manager
Georgia Donaldson – Community Manager
Yoke – website
Phoebe Dann – UX/UI Designer
Ryan Nadzielski – Creative Director
Michelle Burgess – Digital Production
Marah Houlihan – Key Account Director
Eleven – PR
Katrina Alvarez-Jarratt – Creative Director
Amy Ashworth – Group Client Partner
Maggie Stergiopoulos – Business Director
Reegan Saiani – Business Manager
Meredith Besseling – Creative
Anne Lau – Creative
Charlotte O’Rourke – Production
OMD – Media Australia
Antonia Glezakos – Managing Partner
Penny Shell – Melbourne Head of Product and National Head of Planning
Valerie Murphy – Account Director
Hannah Nickels – Account Director, OMD Create
PHD – Media NZ
Morgan Johnston – Digital Planner
Abby Parkin – Group Business Director
Nureete Burnie – Senior Account Manager
Libra
Caitlin Patterson – Executive General Manager – Retail
Laura Demarchi – Libra Marketing Manager
Nicole Sherwin – Digital Marketing & eCommerce Manager
