AMV BBDO creates #wombstories with Bodyform, breaking the culture of silence that reinforces taboos

AMV BBDO creates #wombstories with Bodyform, breaking the culture of silence that reinforces taboos

BOAST is a place where you can find out about recent creative campaigns. 

It is a space where agencies and creatives can tell us about the new work they are proud of; blowing their own trumpet, so to speak. 

Here's the latest from the creative world as we know it.

A campaign by AMVBBDO

The new Bodyform & Libresse campaign, #wombstories, gives a voice to the unseen, unspoken, and unknown truths about our periods, our vulvas, and our wombs.

Their research reveals striking statistics around women’s intimate experiences:      

  •  62% of people agree women’s health and intimate experiences are not talked about openly
  •  40% of women felt that their mental wellbeing was negatively impacted as a result of not being able to openly share their experiences
  •  54% would like to be able to talk more openly about women’s intimate experiences such as miscarriage, endometriosis and menopause 

The #wombstories video tells only a few of the many, many, complex, and hidden stories.

Breaking the taboos

Essity, global hygiene and health company and owner of Bodyform, Libresse, Nana, Nuvenia, Saba and Nosotras, is committed to breaking the taboos that hold women back and creating a more understanding world. 

With the #BloodNormal campaign in 2017, Bodyform & Libresse tackled the stigma around periods, turning blue liquid red and showing period blood as it really is. With Viva La Vulva in 2018, singing vulvas called out the toxic myth of the perfect vulva.

In 2020, Bodyform & Libresse have created their boldest campaign to date. 

It confronts a damaging etiquette that women live with every day, one which dictates what they should – and shouldn’t – feel about their bodies.

#wombstories pushes back against the single, simplistic narrative girls are taught from a young age: start your period in adolescence, repeat with “a bit” of pain, want a baby, get pregnant, have more periods, stop periods, fade into the menopausal background.

The reality is, of course, much messier, but society doesn’t encourage women to talk openly about the highs and lows of their intimate health, especially in times of global uncertainty. A new research study of women and men by Bodyform & Libresse found that two-thirds of women who experienced miscarriage, endometriosis, fertility issues and menopause said that being open with family and friends helped them cope.

And yet the same research found that half of the women feel society wants them to keep silent about their experiences, while half of the women felt staying silent about their issues damaged their mental health. This leads to a damaging silence around a range of difficult and sensitive issues that women face every day. The physical concern may be treated, but the emotional dimension is often left unheard and overlooked.

Tanja Grubner, FemCare global marketing & communications director at Essity, comments, “Although this campaign was conceived a while back, the pandemic changed everything. The issues women face didn’t just get put on hold or go away because of what was going on around us. In many instances, Covid-19 has increased the isolation women feel and the complexities they experience. 

The pandemic has seen women forced to give birth alone, have their fertility treatments and endometriosis surgeries delayed and postponed. Now more than ever is a time to ensure women speak up about their bodies and experiences.”

Bodyform & Libresse believe that this culture of silence reinforces taboos and impacts women’s confidence and wellbeing. Since taboos are weakened by open and honest conversation, Bodyform & Libresse are starting one. Loudly.

With #wombstories, Bodyform & Libresse want to encourage an open culture where everyone can express what they go through without fearing they won’t be properly heard or believed and without feeling shame that they are somehow less than what they were taught to be.

The pleasure, the pain, the love, the hate. It’s never simple but it all needs to be heard. Because keeping it in or leaving it unheard comes at an emotional and physical cost both at an individual and collective level.

The pleasure, the pain, the love, the hate

For #wombstories, Bodyform & Libresse worked with director, writer and producer Nisha Ganatra, a predominantly female crew and an all-women team of animators and illustrators who have imagined the life of wombs.

From the burning down apartment of a perimenopausal women, a monster ripping at an endometriosis sufferer’s uterus, a woman’s ‘flood gate’ moment during her period and an unexpected sneeze, to the woman who has chosen not to have children and the often-turbulent journey of trying to conceive. These few womb stories chronicle the sometimes beautiful, sometimes brutal human side of the biology and physiology they experienced every day. And while only a handful of experiences are shown, they represent the billions of complex experiences - from hysterectomies, postpartum trauma, artificial menopause, being a trans-man, the list is long.

Nisha Ganatra, Golden Globe-winning and Emmy-nominated director, writer and producer, says, “When they’re at their best, our bodies are incredible machines that give us pleasure, and, if we want them to, help us propagate the human race. But they don’t always work. Hell, they don’t often work. Irregular periods. Endometriosis. Miscarriages and infertility. Our bodies can bring joy but also pain and devastation. It’s an emotional rollercoaster that lasts a lifetime.

I feel particularly drawn to this project. The work I feel most passionate about is the work that meaningfully resists outmoded social norms that no longer fit the cultural moment but persist, nonetheless. When my daughter is an adult, it shouldn’t just be acceptable for a woman to have ownership over her body and over her narrative. It shouldn’t just be acceptable for people to be who they want and to love who they want and to choose not to have children if they want. This should be the norm.”

Nicola Coronado UK and Ireland consumer marketing director at Bodyform, comments, "With #wombstories we are starting a movement. We want to boldly go where no other brand has been before; inside women’s bodies and emotions to truly represent their sensations and feelings that we believe are not only invisible but ignored, overlooked or denied. #wombstories reveals the narrative inside and out and we hope to put these topics on the table for all to talk about. We believe that only once we understand women’s bodies and everything they go through; can we care for them with our period and daily intimate care products.”

#wombstories will encourage open conversation so that nobody will have to hide the sometimes difficult, sometimes painful realities of their bodies.

Nadja Lossgott, executive creative director of AMV BBDO and art director on the campaign says, “Periods don’t just exist in isolation. They are connected to this entire ecosystem centred around our wombs, which almost acts as a second seat of power that rules us in such profound ways. We have this intensely complicated relationship with it. And yet this life-long bittersweet journey with our bodies is still considered something to shut up about. By visualising and anthropomorphising our wombs, we can begin to open up an emotional and human way to express these often complicated, contradictory feelings of love and hate, of pain and pleasure, of the mundane and the profound we constantly deal with.”

Credits

CLIENT Essity
BRAND Libresse
TITLE OF CAMPAIGN/NAME OF PROJECT #wombstories
FIRST AIRDATE 01.07.2020
MEDIA AGENCY Zenit
AMVBBDO CREDITS:
C
HIEF CREATIVE OFFICER Alex Grieve
EXEC CREATIVE DIRECTOR (at the time when the campaign launched) Nadja Lossott & Nicholas Hulley
CREATIVE DIRECTOR (the team who CD'd the campaign) Toby Allen & Jim Hilson
CREATIVE TEAM: Nadja Lossgott & Nicholas Hulley
PRODUCTION CREDITS: TV PRODUCER Edwina Dennison
PRODUCTION CREDITS: ASSISTANT TV PRODUCER Lucia Fioravanti
PRODUCTION CREDITS: DIGITAL PRODUCER
FLARE STUDIO/XLAB: PRODUCER/EDITING/SOUND ETC
ART PRODUCTION Fiona Bailey
DESIGN: TYPOGRAPHER/DESIGNER Mario Kerkstra
ACCOUNT MANAGEMENT: BAD/AD ETC (note not all award shows accept these credits) Sara Abaza, Sarah Hore-Lacy, Helen Limbrey, Sarah Douglas
OTHER CREDITS (Production Company/Digital Company/Web design/Mobile Production
PRODUCTION COMPANY Chelsea Pictures
DIRECTOR Nisha Ganatra
PRODUCTION COMPANY PRODUCER Shanah Blevins
PRODUCTION COMPANY EXECUTIVE PRODUCER Lisa Mehling, Pat McGoldrick
DOP/LIGHTING CAMERAMAN Natasha Braier
EDITING COMPANY Trim Editing
EDITOR Elise Butt
SOUND STUDIO 750mph
SOUND ENGINEER Sam Ashwell
MUSIC Priestess Shura Remix by Pumarosa
POST PRODUCTION COMPANY Framestore
CREATIVE DIRECTOR ANIMATION Sharon Lock
ARTISTS/ANIMATOR WORK FEATURED 
Roos Mattar (fertility)
Kate Isobel Scottat Everyone Agency (menopause)
Haein Kim (first period)
Carine Khalife (endometriosis)
Laura Jayne Hodkin at Strange Beast (floodgates)
Salla Lehmus at Soja (tunnel of love)
Annie Wong
Aylin Ohri
Meagan Elemans
Molly Grace Lawton
Georgie Wilemore
Nella Addy
COMP LEAD Tri Do
COMPOSITOR Simon Stoney
DIGITAL MATTE PAINTING Lee Matthews
FLAME Tim Greenwood
COLOURIST Simon Bourne
VFX PRODUCER Emma Cook
DESIGN SENIOR PRODUCER Niamh O’Donohoe
PHOTOGRAPHER Adam Hinton
DEVELOPERS
ANYONE OTHER THAT SHOULD BE CREDITED Strategists (Margaux Revol, Beatrice Farmelo, Bridget Angear)
PR AGENCY & ANY OTHER PRODUCTION PARTNERS INVOLVED IN THE CAMPAIGN Ketchum (PR), Poke (website)

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