THE BRIEF
Reintroduce Libra to a new generation of period care customers with an enduring new brand platform for the iconic Aussie brand.
CONSUMER INSIGHT
While we’ve come a long way when it comes to tackling period stigma, the fact that so many feel alone in worrying their periods and bodies aren’t ‘normal’ means we’ve still a long way to go in breaking down taboos.
THE IDEA
The ‘Live Liberated’ platform continues the fight to normalise periods by giving our audience permission to free themselves not only from period shame, but from all the associated narratives around gender and femininity that come with it.