Libresse: Blood Normal

Libresse, a brand of feminine hygiene products, launched the #bloodnormal campaign across the world to normalise discussion of periods and establish itself as a vocal women's empowerment brand.

Campaign details

Brand: LibresseAgency: Ketchum and Myriad PR

Situation Analysis

In 2016, Libresse became the first brand to tackle the taboo of menstrual periods in women's sports with its bold Red.Fit initiative. In 2017, the global feminine hygiene brand realized an even bigger and more disturbing issue: discussion of women's periods is largely absent from popular culture. A normal part of daily life, menstrual periods are ignored by mainstream media and rarely featured in the representation and depiction of female characters in TV and film.

The outright aversion to periods has allowed engrained cultural stigmas...

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