Libra launches global #bloodnormal campaign in Australia and New Zealand to normalise periods in mainstream culture via AMV BBDO, London


Feminine care brand Libra has today launched its global award-winning campaign #bloodnormal to Australian audiences as part of its mission to tackle period stigma head on. The campaign was created by AMV BBDO London and adapted for local Australian audiences.


The #bloodnormal film features the experience of periods, and period blood, openly and honestly in an attempt to normalise periods in mainstream culture.

The film follows a series of young women in real- life scenarios, going about their daily lives while having their period. It’s a sensitive portrayal of the everyday journey of menstruating women; demonstrating that periods – in all their forms – are normal and that showing them should be too.

In an Australian first for a feminine care brand, the typical blue liquid used to denote blood is replaced with a more realistic red to demonstrate a pad’s absorbency and, crucially, blood is depicted on women’s pads.

This campaign, which seeks to educate rather than shock, has garnered a number of international accolades, including the Glass Lion for Change at Cannes in 2018.

TVCs of 30” and 15” will air in Australia from Sunday 18 August onwards during Network 10 programming such as The Bachelor, The Project and Gogglebox.

Libra launches global #bloodnormal campaign in Australia and New Zealand to normalise periods in mainstream culture via AMV BBDO, London

In addition to the TVCs, Libra has worked with a number of local agencies to bring the #bloodnormal message to audiences via paid, owned and earned media.

Says Caitlin Patterson, executive general manager of Asaleo Care’s Retail Business Unit: “For Libra, as the only Australian made brand of feminine care products, it is so important to us that we employ local creative talent and assets to help us to amplify the message to Aussie girls and women that periods are normal.”

To normalise the conversation, for the first time in Neighbours’ 34-year history, Libra has worked with the writers to integrate a period storyline into the show.

Libra’s organic and paid social isn’t afraid to ‘go there’ when it comes to menstruation. Libra’s Instagram page encourages people to ‘Ask Gem’ any weird and wonderful questions about periods while the website has a series of tools and articles for ladies to feel empowered when on their period.

To drive earned media, Eleven has developed a #bloodnormal campaign Libra manifesto that plays on Australia’s love of the word ‘bloody’, giving blood and periods an empowering, positive spin.

The manifesto will be brought to life with a series of influencer activations throughout August and September.

The voice of a generation, Shameless discussed the manifesto on an exclusive podcast episode on August 12.

“Bloody Awesome” T-shirts, printed with the Libra manifesto, will also be made available to Australians to show support for the campaign and encourage women to feel empowered about having a period. All profits will be donated to Share the Dignity.

Says Patterson: “Periods are a normal part of life, but largely ignored by mainstream media. They simply don’t feature in the representation of female characters that we see every day.”

A recent survey of 1,000 people found that 3 in 4 women believe there is still a stigma attached to periods and 8 out of 10 women admit to hiding their period whether at home, at work or at school.

In a society that is becoming increasingly tolerant, the survey found that 67 per cent of teenage girls would rather fail a subject at school than have their class know they were on their period.

Says Patterson: “As a leader in feminine care that has been manufacturing in Australia for over 40 years, we have been challenging the stigma around periods for decades, however this research has highlighted just how far we have to go.

“We believe that like any other taboo, the more people see it, the more normal the subject becomes. We want to lead the way with a campaign that tackles the issue in a positive way, showing periods in action in everyday life truthfully and honestly – because we really care about the wellbeing of Australian women and girls.”

Overport – social media
Channelle Calderwood – Creative Director
Leah D’Sylva – Account Director
Gemmah Irving – Account Manager
Georgia Donaldson – Community Manager

Yoke – website
Phoebe Dann – UX/UI Designer
Ryan Nadzielski – Creative Director
Michelle Burgess – Digital Production
Marah Houlihan – Key Account Director

Eleven – PR
Russ Tucker – Group Creative Director
Katrina Alvarez-Jarratt – Creative Director
Amy Ashworth – Group Client Partner
Maggie Stergiopoulos – Business Director
Reegan Saiani – Business Manager
Meredith Besseling – Creative
Anne Lau – Creative
Charlotte O’Rourke – Production

OMD – Media Australia
Antonia Glezakos – Managing Partner
Penny Shell – Melbourne Head of Product and National Head of Planning
Valerie Murphy – Account Director
Hannah Nickels – Account Director OMD Create

PHD – Media NZ
Morgan Johnston – Digital Planner
Abby Parkin – Group Business Director
Nureete Burnie – Senior Account Manager

Caitlin Patterson – Executive General Manager – Retail
Laura Demarchi – Libra Marketing Manager
Nicole Sherwin – Digital Marketing & eCommerce Manager