Brand: LibresseAgency: Ketchum and Myriad PR
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...