The "Make Your Voice Heard" campaign for SCA’s feminine care brand Libresse wins gold in international communications competition for giving girls and young women the confidence to express their feelings.
During the summer of 2009 Libresse asked women in Norway, Finland, Sweden and Denmark to make their voices heard and express their feelings about their periods and other related ‘taboo’ subjects on the Libresse website. Promotion for this campaign was mainly done in social media and in partnership with organisations such as The Red Cross.
An overwhelming number of women participated in this unusual campaign and their contributions were published in the Libresse book “The Blood Bible”.
IPRA Golden World Award
This refreshing approach to a subject that still is associated with many taboos has now been rewarded with an IPRA Golden World Award.
“Menstruation is the most natural thing in the world, but it is still taboo to talk about”, says Margareta von Renteln, SCA Regional marketing support manager for Libresse.
“The campaign really stood out among the many media contributions telling girls how they should be. We think girls should be able to define themselves. I am very proud and happy about the prize”, says Margareta von Renteln.
SABRE Awards
IPRA is not the only organization to have noticed the “Make Your Voice Heard” campaign. Earlier this year, Libresse was chosen as a finalist in the category “Special Audience: Marketing to Women” of the prestigious SABRE Awards.
Text Konstantin C Irina More information Margareta von Renteln (margareta.von.renteln @ sca.com)