When we launched our campaign #bloodnormal in October 2017, we knew we would get some hateful reactions. But you don’t break taboos without triggering visceral negativity. Otherwise, it wouldn’t be a taboo.
This case study will tell you the story of how the Bodyform/Libresse (Essity) marketing team managed to galvanise their entire company to think and act more boldly than it could ever have imagined doing in order to bring to life its purpose and make a meaningful difference to its consumers: Women.
It will explain how a great purpose would have meant nothing without the courage and tenacity of a small group of committed people to actively tackle category conventions, break societal taboos, keep challenging attitudes inside and outside the company, and push relentlessly against media bans to establish a new standard in the category, and a new paradigm for women.
And it will provide some lessons we’ve learned along the way, proving why it is worth every fight to truly act purposefully.
- Campaigns with a limited media investment delivered outstanding earned media value...
Members only
Not a member yet?
Want to read more of this article and others? Become a member today.
Already a member?
Sign in with your membership details to continue reading this article.