Libresse: #400Periods

Libresse, a health and hygiene brand, launched a campaign in China to encourage women to freely talk about periods and shatter period shame to help increase brand awareness and sales.

Campaign details

Brand: LibresseAgency: BBDO China

Campaign Summary

Period has historically been a taboo in China for thousands of years, carefully hidden by women and the society. The communication norms in the feminine care category perpetuated this taboo even further.

As a latecomer, Libresse, with little market share, brand awareness, and media budgets, disrupted the period-shaming category through the idea of "400 Periods": Every woman has only 400 periods in her lifetime. Periods are too rare to feel ashamed about, so every period should be embraced, not hidden.

As a result, the campaign successfully disrupted the already...

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