Libresse: #400Periods

Libresse, a feminine hygiene product brand, launched a campaign in China to increase brand awareness and tackle period shame.

Campaign details

Brand: LibresseBrand owner: EssityEntrant company: BBDO China, ShanghaiMarket: ChinaSector: Feminine hygieneMedia channels: Livestreaming, Online video, Social media, Websites & microsites, Word of mouth, influencersBudget: Up to 500k

Executive summary

Period has historically been a taboo in China for thousands of years, carefully hidden by women and the society.

As a latecomer, Libresse, with little market share, brand awareness, and media budgets, wants to change the status quo and enlighten Chinese young women through the idea of "400 Periods": Every woman has only 400 periods in...

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