Essity: The Magic Triangle

Essity, a health and hygiene company, and its femcare brand Nuvenia, aimed to break down the barriers in Italy surrounding female intimacy.

Overview

Italy is a catholic country with mainly conservative views of modesty and decency norms, especially those reserved for women. This religious and, more broadly, cultural footprint determines how certain topics become tabooed, labeled "improper", "vulgar", or "too explicit". Female intimacy is one of them.

Talking about female body and hygiene is a deeply rooted taboo, stigmatized on all levels (family, society, media, education). This silence created seemingly unbreakable barriers to Italian women's well-being, female empowerment, self-acceptance, and self-awareness. Omnicom PR Group, Essity and its brand Nuvenia decided to uncover this issue of immense public interest and social value, yet...

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