Libresse (Essity FemCare brand in the Nordics, known as Bodyform in the UK), the taboo breaking brand that dared to normalise periods in 2017 with the #bloodnormal movement, today releases Viva La Vulva in Sweden and Denmark, a bold new campaign that celebrates the vulva in all its beautiful forms and fights against the myths, insecurities and stereotypes that women are subjected to when it comes to their genitals.
There is a huge pressure to look and be perfect when it comes to the vulva. And because women’s genitals is such a taboo topic and so intrinsically intimate, it’s taken a long time for women to start opening up about the issues & shame they experience, and it’s only recently that we’re seeing research and articles about the consequences of this pressure on women’s wellbeing – from genital dissatisfaction and ignorance leading to elective plastic surgery, to avoidance of smear tests that can lead to more serious health issues being overlooked.
A few months ago, Libresse also conducted global quantitative research delving into how women feel about and care for their vulvas – and the results confirmed that situation:
Over half of women feel pressure for their vulva looking a certain way and almost half of them (44%) have felt embarrassed by the way their vulva naturally looks, smells or feels. 68% of women don’t technically know what their own vulva is, with one in four completely unaware that no two vulvas should look exactly the same.
With this campaign, Libresse wants to contribute to a more open culture where women can feel proud of what they have, can feel ok about talking about their genitals and can care for it without feeling ashamed.
EXEC CREATIVE DIRECTOR: Alex Grieve, Adrian Rossi
CREATIVE DIRECTOR: Toby Allen, Jim Hilson
ART DIRECTOR: Diego Cardoso de Oliveira
COPYWRITER: Caio Giannella
TV PRODUCER: Edwina Dennison, Nikki Gherardi
DiGITAL EDITOR & ANIMATION: Sofia Tavares
STRATEGY: Margaux Revol, Alaina Crystal, Bridget Angear
ART PRODUCTION: Rhiannon Nicol
TYPOGRAPHER/DESIGNER: Mario Kerkstra
RETOUCHING: Happy Finish
ACCOUNT MANAGEMENT: Sarah Douglas, Tamara Klemich, Sara Abaza, Sarah Hore-Lacy, Phoebe Swan, Nina Bhayana
PRODUCTION COMPANY: Somesuch & Co
DIRECTOR: Kim Gehrig
PRODUCTION COMPANY PRODUCER: Lee Groombridge
PRODUCTION COMPANY EXECUTIVE PRODUCER: Seth Wilson
DOP: Deepa Keshvala PRODUCTION DESIGNER Marie Lanna COSTUME DESIGNER Vanessa Coyle 6400