#WombStories has been released by Bodyform (Libresse outside the UK), as their next major brand campaign centred around the complex and often unspoken truths that surround wombs, vulvas and periods.
Created in partnership with AMV BBDO, the brand is aiming to push back against taboos and shame surrounding women’s health and their bodies.
Unlike its previous campaign “Viva la Vulva” which was joyful and celebratory, womb stories has brought on board director Nisha Ganatra to reveal the emotional, complicated and often painful realities of women intimate moments.
By mixing live action and various animation styles, the spot centres on two journeys; the first is by a woman who decides not to have children, and another who is struggling to conceive and faces IVF and miscarriage. The short film also features a character who has endometriosis, an older woman going through the menopause and a girl who is getting her period for the first time.
At the heart of the film are two parallel journeys: a woman who decides not to have children and another who struggles to conceive and faces the trials of IVF and miscarriage. Also featured are a character who has endometriosis, an older woman going through the menopause and a girl who gets her period for the first time.
Research by the brand owner Essity found 62% of people agreed that womens health and intimate experience is not talked about openly, with a further 40% of women feeling that their mental wellbeing is negatively affected by not being able to openly share their experiences.
The spot will run across TV, YouTube and social media platforms in the UK.
| Agency | AMV BBDO |
| Client | Bodyform & Libresse |
