3 years ago, Libresse/Bodyform was the first brand to show period blood in advertising. It was a breakthrough moment of bravery. A big red splash in a sanitised category. A category
which has been scrambling to follow suit.

Many brands have since bought a ticket to climb aboard the ‘fempowerment’ train, on a mission to break taboos, destination ‘Feel Good’.

Whilst this mentality can do us a disservice by marginalising the complexity of our feelings, navigating complexity can be tricky. Our previous campaigns had succeeded through simple, powerful storytelling.

But now we wanted to tell a story full of complexities and contradictions, of what it means to have a womb. Nothing simple there.

We’d have to rip the rule book up again.

It was scary. But with ‘Live Fearless’ as our comms platform, it’s only right we live this in both name and nature. So, we courageously embraced this complexity, navigated market nuances, fought rejections and came out on top.

In reimagining the womb in a totally novel way, we helped women and people...