After destigmatising period blood in advertising, Bodyform's sister brand Libresse has unveiled an ad featuring a colourful chorus of all-singing, all-dancing vulvas.
Created by AMV BBDO, 'Viva La Vulva' is a joyful, and bold, ode to the female anatomy that seeks to fight against the myths, insecurities and stereotypes that women are subjected to when it comes to their genitals.
Libresse (known as Essity FemCare brand in the Nordics, and Bodyform in the UK) is running the campaign in Sweden and Denmark to promote its new intimate range of washers, liners and wipes.
The three-minute ad shows a plethora of vulvas ‘lip syncing’ to Take Yo Praise by Camille Yarbrough. The line-up includes a conch shell, a leaf, origami, fruit and a woman in full vulva costume.
A few months back, Libresse conducted global quantitative research delving into how women feel about and care for their vulvas – and the results found that over half of women feel pressure for their vulva looking a certain way and 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 says it 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."
In 2017, Bodyform's UK ad campaign swapped the classic menstrual blue gunk used in TV spots for real blood, gaining praise for reworking the tropes of sanitary towel commercials.