How Libresse’s #WombStories disrupted old marketing rules | WARC | The Feed
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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.
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