The Drum Awards for Content 2022

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Agency: AMV BBDO
Date: Jul 2022
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Following its multi-award-winning campaign ‘Womb Stories,’ Essity-owned feminine care brand Bodyform has launched a new campaign to tell the unfiltered truth of periods at night. It hopes it will further the women’s healthcare conversation – especially in the US, where it soon plans to roll out the raw new work.

From perfect hairless bodies to weird blue liquid mimicking menstrual blood, for years women have felt unseen and misunderstood in advertising. Bodyform and its agency partner AMV BBDO have been on a mission to champion real periods through a brand narrative that is frank yet relatable.