LIBRA

PERIOD POSITIVITY PROGRAM

LIBRA

Brief
We were engaged by Libra, the only Australian manufacturer of period care products, to launch their free period care program. The program focusses on reducing the shame and stigma associated with periods whilst also addressing the issue of period poverty.

The challenge was to educate key stakeholders in Schools, Universities and Workplaces on the importance of providing free and accessible period care to their students or employees.

As part of the brief, we were tasked with developing the program name and overarching creative direction alongside the rollout of supporting materials, which included brochures, social media content and ads, dispenser stickers, eDMs, PowerPoint templates, a website landing page and testimonial content.

Solution
The program was named ‘Period Positivity Program’ with the hope to empower anybody, at any age to be comfortable with getting their period, and know that when they’re at school, university or work, they’re covered.

Following Libra brand guidelines, we developed a strong visual creative that was easily implemented across multiple formats and audiences.

We selected imagery and used copy that projected strength and unity across the key target groups. We wanted to ensure this campaign was inclusive of any person who may require period care products, which is why the supporting message of “accessible period care for all” was chosen. We believe this emphasised the important point that period care is a necessity, not a luxury and any person, anywhere deserves access to it.

Result
The program name and overall look and feel was incredibly well received by the client. The campaign went live in 2021 with great success in both the AU and NZ markets. The program has now been adopted by many secondary and tertiary education providers including Tafe QLD, alongside private workplaces. The next campaign has recently gone live with refreshed creative and video content, aimed at the three main audiences: schools, universities/TAFEs & workplaces.

Services
Content Strategy & Marketing, Design, Collateral & Copywriting