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ANDY Awards

Creative Award
New York, United States
Bodyform/Libresse - "Never Just a Period" by ANDY Awards 2025

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TitleNever Just a Period
Agency
Campaign Never Just a Period
Advertiser Essity
Brand Bodyform/Libresse
Date of First Broadcast/Publication 2024 / 8
Business Sector Feminine Hygiene
Philosophy How painfully unprepared women+ are for a life inside their bodies, bemoaning centuries of terrible education, lack of research and knowledge, and years of dismissing and minimising women+’ health problems.
Problem Highlight the dissonance between what women+ are taught to expect, and the reality of their menstrual experiences, showing the unsettling and absurd experience of having so little knowledge about their own bodies. Covering first periods, to surprising discharge smells, to pain being dismissed by doctors, the integrated campaign developed by long-standing creative partner AMV BBDO aims to initiate an open conversation and education around menstrual health throughout women+’s lives. 
Media Type Television
Length
AI Description The ad "Never Just a Period" by Bodyform/Libresse highlights the gap in menstrual education. It opens with an energetic, colorful scene with musicians playing in a vibrant room draped in red, symbolic of menstruation. We see a young girl encountering her first period, represented by a small, cartoon-like uterus that seems to express surprise and confusion. The ad uses a mix of surreal imagery and realistic portrayals of menstruation experiences, educating and sometimes shocking the viewer. A woman searches "Why does my discharge smell like rotting chicken?" to illustrate common, discomforting concerns. In another scene, a gynecologist is depicted with outsized medical tools, underscoring the comedy and absurdity in women's health experiences. The piece exposes the frustrations of misunderstood experiences and dismissed pain, urging viewers to challenge historical dismissals and misconceptions about menstrual health. Vintage artwork of women is woven throughout, providing a historical context and connection. The visuals and narrative challenge viewers to rethink and initiate honest conversations about menstrual health. The ad closes on the question, "Why do girls still see blood in their pants and think they're dying?", emphasizing the lack of education and calling for change.
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