Libra tackles taboos in bold campaign via Cummins&Partners

September 22, 2023 10:53

Libra is tackling period care stigmas in a bold new campaign under its ‘Live Liberated’ platform, via Cummins&Partners.

The platform launch aimed to make people feel empowered and authentic, and the latest campaign takes this a step further, aiming to showcase moments that remain shrouded in stigma or taboo.

Moments such as blood-stained sheets, relieving period pain through pleasure, feeling the need to hide in pain, embracing your looks and the complications of endometriosis all feature in the new campaign.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.

Topics

Campaign cummins&partners Libra Live Liberated Mishael Raban Sophie Lander

1 COMMENTS

Media Pub 22 Sep 23

This is a really good step in the direction of normalizing something which is, well, normal, but what do we do, as media publishers, when we receive complaints from viewers who are disgusted by the “abhorrent”, “sickening”, offensive” content sometimes via ACMA who require a swift and satisfactory response?

I would like to tell them to go f**k themselves but that response seems to be frowned upon.

Perhaps “bold” = “risky”?

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