Libra aims to address fears of young women in shift away from categories ‘junvenile’ marketing

Feminine hygiene brand Libra is aiming to forge stronger bonds with its customers through a campaign designed to help young women confront and deal with their fears.

https://www.youtube.com/watch?v=fIut_AqvHnY

Created by Clemenger BBDO Melbourne the ‘I Am Fearless’ campaign, which kicked off last night with a TV commercial featuring singer Megan Washington, includes an online hub where women can share their stories and insecurities.

In addition to the TVC where Washington talks about tackling her stutter, the web platform features actress Miranda Tapsell reliving the impact bullying and racism has had on her life and yoga entrepreneur Sammy Veall who discusses how she rebuilt her life after suffering severe burns.