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

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TitleNever Just Period (Teaser)
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 Web Film
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AI Description The ad opens with a striking image of a red liquid drop in a bathroom setting accompanied by moments depicting various women's experiences with menstruation. A young girl, visibly anxious, discovers her period, leading to a feeling of bewilderment. The scene shifts to a humorous yet poignant animation of a small anthropomorphic uterus, jumping to emphasize the unexpected nature of menstruation. Another scene features a woman, contemplative and concerned, facing her reflection. Through these emotive visuals, the ad addresses the lack of preparation and education about menstruation and its impacts on women's lives—highlighting the gap in knowledge and understanding women encounter. The visuals add layers to the emotional and societal focus of the campaign, encouraging open conversations about menstrual health. Powerful text overlays like "Nobody prepares us for a life inside our bodies" and "What do you wish you'd been told?" prompt viewers to reflect on these personal and societal challenges.
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