One other of the movie’s distinguishing options are the pictures of classical work of ladies wanting distressed or exasperated. The thought behind this was to attach ladies’s points with centuries of historical past and underscore how misinformation and dismissal of their experiences have persevered.
“The layer of historic paintings adds another level of sheer absurdity, this 300,000-year sigh of: it’s not just a period,” Nicholas Hulley, co-CCO at AMV BBDO, stated.
Behind the scenes, the ladies on set for the advert shared their tales, from motherhood to endometriosis, which knowledgeable what was depicted on display screen.
“We wanted to show the onslaught of your whole life. You’re having these ‘what the fuck’ moments, feeling alienated from your body, unprepared for what’s happening and wishing you had more information,” inventive Augustine Cerf stated.
Past taboo-busting
The dramatic music and indulgent, typically absurd visuals seize the feelings of actual shoppers. In Bodyform / Libresse’s newest research, which surveyed 10,000 individuals throughout 10 nations, knowledge revealed that greater than half (59%) of those that menstruate want they’d been taught extra about their intervals and intimate well being.
Different stats had been equally illuminating: simply 1 in 5 of those that menstruate felt “calm and ready” to begin their first interval; 2 in 5 felt the information of their cycle had “lots of gaps;” 90% of those that menstruate know little to nothing about perimenopause; and solely 2 in 5 stated they felt snug sufficient to speak to their healthcare skilled about their menstrual well being.
“The outcome of the research showed us there is an important thing for us to do and embrace as a brand, which is education. It also showed the importance of education from an early age,” stated Luciana de Azevedo Lara, senior world model communications supervisor at Essity.
“As a brand now we’re really embracing the cause. We want to commit to fostering more education and research, and making sure every woman gets the right knowledge for what they’ll experience,” she continued.
The dearth of correct details about ladies’s well being is a well timed subject, added AMV BBDO technique accomplice Margaux Revol, pointing to rising conversations about subjects equivalent to reproductive well being or ache administration.
“People are re-examining the legitimacy of what they’re feeling versus what they’re told… and how the world is not fit for our bodies and experiences,” Revol stated. “We want to try and turn that around. What if we started by better understanding women+? What would it look like?”
