Be Seen
We launch with a Mardi Gras bang. A film, an extravagant period-pride float and plush genderless toilets with free Libra products inside. We'll also launch contextual messaging to get people talking.
Be Understood
We created assets to bridge the gap and start positive conversations. This included an IGTV and TikTok series to share stories, stamp out stigma, and make Libra a safe space for every body who menstruates.
To gently bring the conversation into public spaces like workplaces, clubs etc. we created subtle (but proud) period-pins for any gender to wear while menstruating, to invite wanted discussion but also allow for sensitivity while menstruating.
Be Catered For
One of the biggest issues we came across for non cis-females was taking the daunting trip down the 'feminine hygiene' aisle for products. It's extremely dysphoric and insensitive. So we created a gender fluid period kit to Libra's existing line.
Oh, and to launch them, we created a pop-up in the 'men's section'.
Libra’s website will house the kits, as well as news of events, online retreats, links to LBGTQ+ friendly OBGYN and community.
Introducing a world-first period campaign that includes every body, every gender and every identity into the conversation.
LIBRA
FOR EVERY BODY
We wanted to shake up the period product space. Which means less of this: female exercising, female wearing white, female overcoming 'unbelievable feats' like rock climbing or doing the splits because their period doesn't stop them. For far too long, the 'feminine hygiene' category has been overtly... well... feminine.
Now you might be thinking - “of course, that’s because only women get periods”. But that’s not entirely true... Transgender men, non-binary and asexual people all menstruate and yet are entirely excluded form the category.
Role | Idea, concept, strategy, copywriting & art direction
