Bodyform: #wombstories and the Pain Museum

Ketchum, a PR firm, launched a global campaign to break down the suffocating culture of silence that surrounds women's intimate experiences throughout their lives and offer women a bold new vocabulary.

Background

In recent years, Essity's Bodyform/Libresse brand has broken every convention to break new ground in women's health and embark on a taboo-breaking, truth-telling journey about women's periods and wombs to encourage women to Live Fearlessly.

The work has resonated around the world. First, there was the Blood Normal campaign to challenge the stigmas surrounding menstruation and show period blood for the first time – followed by Viva La Vulva, a campaign to end vulva-shaming. In 2021, we released #wombstories in 26 countries to break down the suffocating culture of silence that surrounds women's intimate experiences throughout their life span....

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