Essity Personal Care: The Period Challenge

Essity, a hygiene and health company, built brand awareness for its feminine hygiene brand Libresse by addressing the taboo around menstruation in sport in Sweden.

Agency: Creuna

Objectives

Why does not anyone talk about periods and training in sports clubs? How the menstrual cycle effects muscles and condition?

The agency brief was to set up a Nordic campaign (starting in Sweden) to create awareness about period in sports as well as building loyalty and brand awareness for Libresse. The aim was to get at least 100 clubs to join the challenge.

Libresse has a long tradition of changing social attitudes towards periods. Now the time had come to break the period taboo is sports.

Strategy

In order to break the menstrual taboo in sports...

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