#bloodnormal, Ketchum / Essity (Libresse)
Global feminine hygiene brand Libresse (known as Bodyform in the UK) recognised a huge issue: there's virtually no mention of menstruation in popular culture, period.
In a survey of over 10,000 people, half said that they believed there is a stigma attached to periods.
An in-depth communications strategy was deployed to launch '#bloodnormal' - a reflection of women's real experiences that would trigger a candid global conversation on the current taboo.
#bloodnormal has resonated far and wide, generating positive reception in more than 17 countries to date, including the UK, France, Russia, Poland, Greece, India, Brazil, Chile and the U.S.