Libra Launch Next Evolution of Live Liberated Campaign With cummins&partners
Australian period care brand Libra has launched its new campaign under their Live Liberated platform. The initial launch took the first step to make people feel powerful and authentic, while subverting the pressures to conform to unattainable standards of perfection.
Now, Libra is taking it a step further by putting moments that are shrouded in stigma, hidden, or taboo front and centre to empower individuals to be liberated from societal pressures.
The campaign showcases a range of moments that are an everyday experience for Libra’s customers, and yet are still seen as a taboo by society. Moments such as, blood stained sheets, relieving period pain through pleasure, feeling the need to have to hide away from pain, embracing how your vulva looks, and shining a light on the complicated condition which is endometriosis.
Sophie Lander, national managing director, cummins&;partners, said, "We are proud to be launching the next iteration of the Live Liberated campaign. This is an important body of work that continues to push important conversations that are still riddled with stigma. People experience these moments everyday, we need to take these topics and reframe them from constraints to moments of liberation.”
Mishael Raban, head of marketing Libra said, “The Live Liberated platform celebrates and champions the beauty of individuality, self-expression and importantly encourages people to liberate themselves from the stigmas that are still attached to periods. These moments were carefully crafted by listening to our audience. We know that we still have an important job to do, in continuing to demonstrate to them we are a brand that encourages and supports these everyday moments.”
