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03 November 2021
How Libresse’s #WombStories disrupted old marketing rules
Menstrual hygiene brand Libresse – also known as Bodyform in various markets – called on people who menstruate around the world to share how it feels to have a womb, and used these “#WombStories” to create a tool to help recognise endometriosis, a condition that affects one in ten women.
The menstrual product market categorically reinforces a narrow view of what it means to be a woman: get your period aged 12, repeat monthly, handle pain discreetly, have babies, then retire with your irrelevant body.
In a category driven by functionality, brands had forgotten to ask how women felt about their periods.
Libresse/Bodyform reimagined the womb as a place full of stories and encouraged women from around the world to share their #WombStories.
Its resulting film gave women a new language and new tools to describe the body they have lived with their entire life.
Since women’s pain is something that is simultaneously expected and denied, Libresse/Bodyform commissioned a global “Pain Report” research project and a “Pain Dictionary”, both of which helped women recognise and talk about endometriosis.
#WombStories spread to 132 countries, despite only launching in 21, and generated over 300 articles globally.
The campaign was praised by health professionals, charities, and the media for championing women’s health.
Thousands of people shared their own womb stories in an act of collective catharsis.
The work won Gold in the 2021 APG Creative Strategy Awards.