From Stigma to Art

If you've been following the ongoing (and commendable) war against gender-fueled stigmas in advertising, you know the name Essity.

The company of feminine care brands like Bodyform and Libresse has been behind some of the best—not to mention most provocative—marketing in recent years, via campaigns like #BloodNormal, Viva La Vulva and Womb Stories.

Now the company and agency partner AMV BBDO are back, and their newest menstruation-focused work strips away shame and replaces it with artistry.

Check out the work announcing the new Intimiwear line of period underwear here.

While remaining as unapologetic as ever about women's bodies, the ads also take the once forbidden visual of blood and turn it into a truly lovely and powerful form of animation.

What are some of your favorite stigma-busting campaigns, either recent or from earlier in ad history?

Let me know at the email below or at @Griner on Twitter.

David Griner
International Editor, Adweek
[email protected]

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