Bodyform’s Groundbreaking Campaign: ‘Never Just A Period’ Shatters Menstrual Silence
Bodyform’s latest campaign, ‘Never Just A Period’, boldly confronts the ongoing disconnect between menstrual education and lived experiences. This powerful initiative challenges society to genuinely understand women’s bodies and improve their preparedness for menstrual health.
The campaign poses a poignant question: “Why do girls still see blood in their pants and think they’re dying?” This question underscores the reality that many menstruators, over half (59%), feel they were not adequately educated about their periods and intimate health.
Despite being 2024, women are still woefully unprepared for their bodies’ natural processes. Society’s fixation on the external appearance of bodies often overlooks the essential, yet uncomfortable realities of menstruation.
The ‘Never Just A Period’ campaign, developed by AMV BBDO, uses an epic, Greek chorus-inspired orchestra of women to reflect the tumultuous experience of periods with humor and communal spirit. It covers diverse topics, from first periods and surprising discharge smells to pain often dismissed by healthcare professionals. The campaign aims to spark open discussions and enhance menstrual health education.
Directed by Lucy Forbes of ‘Eric’ fame through Smuggler, the film employs comedy and mixed media to highlight the absurdity of navigating menstruation without proper knowledge. It features everything from first-period surprises to confusing tampon instructions, presenting a narrative that combines humor with critical insights.
Creative leads Lauren Peters and Augustine Cerf of AMV BBDO highlight that the campaign addresses many unspoken yet common experiences, such as menstruation during breastfeeding, post-contraceptive changes, and perimenopausal symptoms. They stress that these experiences should have been anticipated if only there had been more comprehensive education.
Tanja Grubner, Global Marketing and Communications Director at Essity underscores Bodyform’s dedication to challenging period-related stereotypes. “Our mission is ongoing,” she asserts. “Our global taboo tracking reveals a persistent disconnection between women and their bodies. We’re committed to bridging this gap with better education and open conversations.”
The campaign also reflects the findings of Bodyform’s Global V-Taboo Tracker, which shows significant gaps in menstrual knowledge. For instance, only 20% of menstruators felt fully prepared for their first period, 42% acknowledged gaps in their cycle knowledge, and 90% were unaware of perimenopause.
Grubner adds, “We are committed to closing the knowledge gap and fostering a healthy relationship with menstrual health from an early age. It’s never just a period.”
The campaign, featuring over 100 unique assets, spans digital, social, and TV platforms, emphasizing Bodyform’s commitment to long-term change and cultural impact. With previous groundbreaking campaigns like Blood Normal and Womb Stories, Bodyform continues to set new standards in period advertising.
Credits
Client: Essity
Brand: Libresse / Bodyform
Campaign Title: Never Just a Period
Client Name: Tanja Grubner and Luciana de Azevedo Lara
Creative Agency: AMV BBDO
CCO: Nicholas Hulley and Nadja Lossgott
Creative Director: Nicholas Hulley and Nadja Lossgott
Creative Team: Lauren Peters and Augustine Cerf
Creative Design Director: Vanessa Fowler Kendall
Designer: Dian Sofia
Agency Planning Team: Margaux Revol and Summer Taylor
Agency Account Team: Henrietta Corley, Victoria Norrington, Semran Kooner, and Louise Mather
Agency Producer: Rebecca Sharf
Junior Producer: Lilli Burridge Payne
Media Agency: Zenith
Production Company: SMUGGLER
Director: Lucy Forbes
Exec Producer: Lucy Kelly
Production Co. Producer: Claire Jones
Production Manager: Ellie Sanders Wright
Casting Director: Ali Fearnley
Service Company: Emote Films
Executive Producer: Bogdan Petković
Line Producer: Marija Marković
Post-Production Company: Framestore
Creative Director: Sharon Lock
Producer: Sara Beckman
VFX Supervisor: Murray Butler
FX: Philip Child
2D Character Animation: Jocie Juritz
Flame Lead: Andy Salter
Flame: Paul O’Brien and Vinny David
Nuke Artists: Aitor Echeveste and Hakon Loberg
Design: Sharon Lock, Craig Maxwell, Charlie Keeper, Jack Field, and Daniella Marsh
Production Coordinator: Rachel Knight
Production Assistant: Jamie Scott
Head of Data Services: Madeleine Haydon
Grade: Cheat
Producer: Sarah Banks
Colourist: Toby Tomkins
Music: Soundtree
Founder/Composer: Peter Raeburn
Music Arrangers: Luke Fabia, Benjamin Jones, Luis Almau, and Peter Raeburn
Music Supervisors: Jay James and Colin McIlhagga
Edit: Tenthree
Producer: Ed Hoadley, Rachel Googder
Editors: Ellie Johnson, Elena De Palma, and Liam Bachler
Assistant Editor: Ella Oliver
Stop-Frame Animator: Anna Mantzaris
Sound Studio: 750mph
Audio Producer: Olivia Ray and Carla Thomas
Sound Engineer: Sam Ashwell and Giselle Hall
DOP: Polly Morgan
Photographer: Aleksandra Martinovic
PR Agency: Ketchum UK
PR Team: Ramona Aning, Becky Hudson
