案例简介：概要 2017 年，全球女性卫生品牌 Libresse -- 身体形态产品制造商 -- 认识到一个巨大的问题: 在流行文化时期，几乎没有提到月经。对于地球上一半的人来说，月经是一个简单的事实，主流媒体忽视了月经，在电视和电影中对女性角色的描绘中却没有。(在很少提到的情况下，通常是为了羞辱女性)。时期的沉默和羞辱使得关于时期的文化耻辱得以延续，让女性感到恶心，男性感到厌恶。Libresse 想代表世界各地的妇女挑战沉默。对于一个座右铭是 “生活无畏” 的品牌来说，争议是自然的。“自由/身体形式的态度鼓励女性忠于自己，克服自我怀疑和不安全感。该品牌的传播目标同样雄心勃勃: 提高品牌资产水平、积极的感知以及女性对品牌的亲和力/忠诚度。 战略 Libresse 销售月经周期中使用的产品，因此该品牌以身作则是合适的。一家对其从中获利的生物学感到羞耻的公司将成为遗物，因为年轻女性质疑她们继承的世界的不公正污名。相反，一个主流品牌挑战这些禁忌的力量 -- 承认这些禁忌是正常的，并在行动中展示它们 -- 可能会对女性和年轻女孩产生巨大的积极影响。为了接触妇女和女孩，我们决定无视广播禁令，忽视仇恨，重新定义女性护理产品类别。禁令本身成为我们竞选的战略武器。用一部挑衅性的电影来展示经血禁忌，我们可以证明我们的观点，同时产生大量的媒体头条新闻。更重要的是，我们将开始通过明显地将他们的讨论注入主流媒体和社会对话来 “使时期正常化”。 结果 “# BloodNormal” 已经在四个国家推出，并以病毒传播到 32 个国家 -- 即使该品牌没有销售 -- 为赢得的社交媒体影响力增加了 1.162亿，反应 56.4，而且还在增长。公关在全球新闻媒体上产生了 45亿多个印象和 510 个故事，包括《青少年时尚》、《流行糖》、《 Elle 》、《赫芬顿邮报》、《喧嚣》、《魅力》、《科斯莫》、《卫报》、《地铁》每日邮报，英国广播公司新闻，松散的妇女，副总统，桑特，格拉齐亚和玛丽 · 克莱尔。特别令人满意的是: 公关让 Libresse/Bodyform 出现在禁止我们的广播电视台上。这场运动为变革提供了跳板。“# BloodNormal” 中的每个场景都包含一个旨在促进我们公关信息的激活。时尚博客作者朱利安 · 埃尔南德斯和法国活动家维克托 · 道塞尔通过他们的社交平台传播我们的信息。我们通过法国时装店 Dessu 出售了我们的设计师刺绣内衣。在 tumblr 上传播一部平面小说，3 部助学金电影正在制作中。我们还利用了 # BloodNormal 收到的发自内心的仇恨来进一步打击社交媒体上的耻辱。有 72% 的积极回应，女性和男性在社交媒体上展开辩论，代表我们回答批评者。此外，五个国家 80% 的女性 “喜欢或喜爱” 这部电影，其中大多数人表示觉得被理解、启发或感动，83% 的人觉得更有可能推荐这部电影。在另一项调查中，65% 的人想购买这个品牌，并且在看电影时对它有更好的评价。 执行 同理心杀死羞耻。Libresse 与时尚博客、模特、艺术家、舞者、喜剧演员和其他文化影响者合作，将经期纳入他们的工作。他们成为了 “# BloodNormal” 的一部分，这是一部以前所未有的坦率和诚实描绘时代的短片。首先，我们把臭名昭著的蓝色液体变成了血红色，并在电影中展示了血色。正如这部电影为 “正常” 做了一个引人注目的案例一样，它变得像素化，突然提醒人们当前的广播限制。公关精心制作和测试消息，确保敏感话题受到好评。媒体工具包预计新闻问题，并推动了对这部电影的报道和看法。与关键利益攸关方进行了接触，包括潜在的难以接受的男性记者。媒体独家和品牌社交平台同步推出全球媒体。发布后的公关活动使用设计师内衣、平面小说、俏皮的 GIFs 、学校研讨会，甚至仇恨邮件来推动对话和报道。 活动描述 几乎每个频道和媒体的娱乐屏幕都允许谋杀、打架和外科手术，这些都是血腥的荣耀。然而，当谈到时期血时，审查是有序的。甚至女性卫生品牌也在产品演示中使用人造蓝色液体。这些限制使得禁忌盛行。90% 的女性试图隐藏自己的时期; 42% 的女性被时代羞辱; 56% 的全球青少年说他们会她会被欺负，也不会和父母谈论他们的月经。够了。让月经正常的唯一方法是把它们显示为正常。通过一部在线电影，我们将第一次大胆地展示时期的血液。我们将结束 “蓝色液体” 的时代，展示时期的痛苦、亲密，甚至包括谈话中的男人。每个场景都将为公关活动提供一个跳板，继续传播信息。 BriefWithProjectedOutcomes 在大多数社会中，时期是禁忌的。潜在的治疗是一致的: 月经是沉默的，委婉的，女性会因为有月经而感到羞耻。我们看到臭名昭著的蓝色液体在自我审查中沉默和羞辱。和广播法律禁止因 “造成犯罪” 而看到一段时间的血。 简要解释 观众 期间禁忌被证明是有害的。这让女人/女孩感到恶心，男人感到厌恶。作为一个打破禁忌和诚实正常化时期的主流品牌，# Bloodnormal 有助于打破沉默和羞辱的循环，这影响了女性的身心健康，损害了她们的自尊。

案例简介：Synopsis In 2017, global feminine hygiene brand Libresse – maker of Bodyform products —recognized a huge issue: there’s virtually no mention of menstruation in popular culture, period. A simple fact of life for half the people on Earth, menstrual periods are ignored by mainstream media and absent in the depiction of female characters in TV and film. (And in the rare occasions it is mentioned, it’s usually to humiliate women). The silence and shaming of periods has allowed cultural stigmas about periods to perpetuate, leaving women feeling disgusting and men disgusted. Libresse wanted to challenge the silence on behalf of women everywhere. Controversy comes naturally for a brand whose motto is “Live Fearless.” The Libresse/Bodyform attitude encourages women to be true to themselves and overcome self-doubt and insecurities. The brand’s communication goal was equally ambitious: to boost brand equity levels, positive perceptions, and affinity/loyalty to the brand among women. Strategy Libresse sells products used during the menstrual cycle, so it is appropriate that the brand lead by example. A company ashamed of the biology it profits from will become a relic as young women question the unjust stigmas of the world they’ve inherited. Conversely, the power of a mainstream brand to challenge these taboos — to acknowledge that periods are normal and show them in action — could have a hugely positive effect on women and young girls. To reach women and girls, we decided to defy broadcaster bans, ignore hate, and redefine the feminine care products category. The bans themselves became a strategic weapon for our campaign. Using a provocative film to demonstrate the menstrual blood taboo, we could prove our point while generating massive earned media headlines. More importantly, we would begin to “normalize periods” by visibly injecting their discussion into mainstream media and social conversation. Outcome “#BloodNormal” has launched in four countries and spread virally to 32 -- even where the brand isn’t sold -- fueling an earned social media reach of 116.2 million, with 56.4k reactions and growing. PR has generated 4.5 billion+ impressions and 510 stories in global news media, including Teen Vogue, Pop Sugar, Elle, Huffington Post US, Bustle, Glamour, Cosmo, The Guardian, Metro, Daily Mail, BBC News, Loose Women, Vice, Sante, Grazia, and Marie Claire. Especially satisfying: PR has enabled Libresse/Bodyform to appear on the same broadcast television stations that banned us. The campaign has provided a springboard for change. Every scene in “#BloodNormal” contained an activation designed to further our PR message. Style blogger Julian Hernandez and French activist Victoire Dauxerre spread our message through their social platforms. We sold our designer-embroidered period underwear through French fashion house Dessu. Spread a graphic novel on tumblr, and 3 bursary films are now in production. We also harnessed the visceral hate that #BloodNormal received to further fight the stigma on social media. There’s been a 72% positive response with women and men taking up the debate on social media, answering critics on our behalf. In addition, 80% of women across five countries “liked or loved” the film, with a majority declaring feeling understood, inspired or moved, and 83% feeling more likely to recommend the brand. In another survey, 65% wanted to buy the brand and had a better opinion of it, upon watching the film. Execution Empathy kills shame. Libresse collaborated with fashion bloggers, models, artists, dancers, comedians and other cultural influencers to incorporate menstrual periods into their work. They became part of “#BloodNormal,” a short film depicting periods with unprecedented candor and honesty. In a taboo-busting first, we turned the infamous blue liquid into period-blood red and showed period blood on film. Just as the film makes a compelling case for “normal,” it becomes pixilated, an abrupt reminder of current broadcast restrictions. PR carefully crafted and tested messaging ensuring the sensitive topic was well received. Media toolkits anticipated press questions and drove coverage and views of the film. Key stakeholders were approached, including potentially unreceptive male journalists. Media exclusives and branded social platforms were synchronized for the global media launch. Post-launch PR activations used designer underwear, a graphic novel, playful GIFs, school workshops and even hate mail to drive conversation and coverage. CampaignDescription Murder, fights and surgical operations, in all their bloody glory, are allowed on entertainment screens in nearly every channel and medium. Yet when it comes to period blood, censorship is in order. Even feminine hygiene brands use an artificial blue liquid in product demonstrations. These restrictions have allowed taboos to thrive. 90% of women attempt to hide their period; 42% of women have been period-shamed; and 56% of global teens say they’d rather be bullied than talk to their parents about their periods. Enough was enough. The only way you make periods normal is by showing them as normal. Through an online film we would boldly show period blood for the first time. We’d end the era of the “blue liquid,” and show period pain, intimacy, and even include men in the conversation. Each scene would provide a springboard for a PR activation that would continue spreading the message. BriefWithProjectedOutcomes Periods are taboo in most societies. The underlying treatment is consistent: periods are silenced, euphemised and women are made to feel shame for having them. We see the silencing and shaming in self-censorship with the infamous blue liquid. And Broadcasting laws banning the sight of period blood for “causing offense.” BriefExplanation Audience The period taboo is proven to be damaging. It makes women/girls feel disgusting and men disgusted. As a mainstream brand breaking taboos and normalizing periods by being honest, #Bloodnormal is helping break the cycle of silencing and shaming which affects women’s mental and physical wellbeing and damages their self-esteem.

正常血液 | #Blood Normal

案例简介：概要 2017 年，全球女性卫生品牌 Libresse -- 身体形态产品制造商 -- 认识到一个巨大的问题: 在流行文化时期，几乎没有提到月经。对于地球上一半的人来说，月经是一个简单的事实，主流媒体忽视了月经，在电视和电影中对女性角色的描绘中却没有。(在很少提到的情况下，通常是为了羞辱女性)。时期的沉默和羞辱使得关于时期的文化耻辱得以延续，让女性感到恶心，男性感到厌恶。Libresse 想代表世界各地的妇女挑战沉默。对于一个座右铭是 “生活无畏” 的品牌来说，争议是自然的。“自由/身体形式的态度鼓励女性忠于自己，克服自我怀疑和不安全感。该品牌的传播目标同样雄心勃勃: 提高品牌资产水平、积极的感知以及女性对品牌的亲和力/忠诚度。 战略 Libresse 销售月经周期中使用的产品，因此该品牌以身作则是合适的。一家对其从中获利的生物学感到羞耻的公司将成为遗物，因为年轻女性质疑她们继承的世界的不公正污名。相反，一个主流品牌挑战这些禁忌的力量 -- 承认这些禁忌是正常的，并在行动中展示它们 -- 可能会对女性和年轻女孩产生巨大的积极影响。为了接触妇女和女孩，我们决定无视广播禁令，忽视仇恨，重新定义女性护理产品类别。禁令本身成为我们竞选的战略武器。用一部挑衅性的电影来展示经血禁忌，我们可以证明我们的观点，同时产生大量的媒体头条新闻。更重要的是，我们将开始通过明显地将他们的讨论注入主流媒体和社会对话来 “使时期正常化”。 结果 “# BloodNormal” 已经在四个国家推出，并以病毒传播到 32 个国家 -- 即使该品牌没有销售 -- 为赢得的社交媒体影响力增加了 1.162亿，反应 56.4，而且还在增长。公关在全球新闻媒体上产生了 45亿多个印象和 510 个故事，包括《青少年时尚》、《流行糖》、《 Elle 》、《赫芬顿邮报》、《喧嚣》、《魅力》、《科斯莫》、《卫报》、《地铁》每日邮报，英国广播公司新闻，松散的妇女，副总统，桑特，格拉齐亚和玛丽 · 克莱尔。特别令人满意的是: 公关让 Libresse/Bodyform 出现在禁止我们的广播电视台上。这场运动为变革提供了跳板。“# BloodNormal” 中的每个场景都包含一个旨在促进我们公关信息的激活。时尚博客作者朱利安 · 埃尔南德斯和法国活动家维克托 · 道塞尔通过他们的社交平台传播我们的信息。我们通过法国时装店 Dessu 出售了我们的设计师刺绣内衣。在 tumblr 上传播一部平面小说，3 部助学金电影正在制作中。我们还利用了 # BloodNormal 收到的发自内心的仇恨来进一步打击社交媒体上的耻辱。有 72% 的积极回应，女性和男性在社交媒体上展开辩论，代表我们回答批评者。此外，五个国家 80% 的女性 “喜欢或喜爱” 这部电影，其中大多数人表示觉得被理解、启发或感动，83% 的人觉得更有可能推荐这部电影。在另一项调查中，65% 的人想购买这个品牌，并且在看电影时对它有更好的评价。 执行 同理心杀死羞耻。Libresse 与时尚博客、模特、艺术家、舞者、喜剧演员和其他文化影响者合作，将经期纳入他们的工作。他们成为了 “# BloodNormal” 的一部分，这是一部以前所未有的坦率和诚实描绘时代的短片。首先，我们把臭名昭著的蓝色液体变成了血红色，并在电影中展示了血色。正如这部电影为 “正常” 做了一个引人注目的案例一样，它变得像素化，突然提醒人们当前的广播限制。公关精心制作和测试消息，确保敏感话题受到好评。媒体工具包预计新闻问题，并推动了对这部电影的报道和看法。与关键利益攸关方进行了接触，包括潜在的难以接受的男性记者。媒体独家和品牌社交平台同步推出全球媒体。发布后的公关活动使用设计师内衣、平面小说、俏皮的 GIFs 、学校研讨会，甚至仇恨邮件来推动对话和报道。 活动描述 几乎每个频道和媒体的娱乐屏幕都允许谋杀、打架和外科手术，这些都是血腥的荣耀。然而，当谈到时期血时，审查是有序的。甚至女性卫生品牌也在产品演示中使用人造蓝色液体。这些限制使得禁忌盛行。90% 的女性试图隐藏自己的时期; 42% 的女性被时代羞辱; 56% 的全球青少年说他们会她会被欺负，也不会和父母谈论他们的月经。够了。让月经正常的唯一方法是把它们显示为正常。通过一部在线电影，我们将第一次大胆地展示时期的血液。我们将结束 “蓝色液体” 的时代，展示时期的痛苦、亲密，甚至包括谈话中的男人。每个场景都将为公关活动提供一个跳板，继续传播信息。 BriefWithProjectedOutcomes 在大多数社会中，时期是禁忌的。潜在的治疗是一致的: 月经是沉默的，委婉的，女性会因为有月经而感到羞耻。我们看到臭名昭著的蓝色液体在自我审查中沉默和羞辱。和广播法律禁止因 “造成犯罪” 而看到一段时间的血。 简要解释 观众 期间禁忌被证明是有害的。这让女人/女孩感到恶心，男人感到厌恶。作为一个打破禁忌和诚实正常化时期的主流品牌，# Bloodnormal 有助于打破沉默和羞辱的循环，这影响了女性的身心健康，损害了她们的自尊。

正常血液 | #Blood Normal

案例简介：Synopsis In 2017, global feminine hygiene brand Libresse – maker of Bodyform products —recognized a huge issue: there’s virtually no mention of menstruation in popular culture, period. A simple fact of life for half the people on Earth, menstrual periods are ignored by mainstream media and absent in the depiction of female characters in TV and film. (And in the rare occasions it is mentioned, it’s usually to humiliate women). The silence and shaming of periods has allowed cultural stigmas about periods to perpetuate, leaving women feeling disgusting and men disgusted. Libresse wanted to challenge the silence on behalf of women everywhere. Controversy comes naturally for a brand whose motto is “Live Fearless.” The Libresse/Bodyform attitude encourages women to be true to themselves and overcome self-doubt and insecurities. The brand’s communication goal was equally ambitious: to boost brand equity levels, positive perceptions, and affinity/loyalty to the brand among women. Strategy Libresse sells products used during the menstrual cycle, so it is appropriate that the brand lead by example. A company ashamed of the biology it profits from will become a relic as young women question the unjust stigmas of the world they’ve inherited. Conversely, the power of a mainstream brand to challenge these taboos — to acknowledge that periods are normal and show them in action — could have a hugely positive effect on women and young girls. To reach women and girls, we decided to defy broadcaster bans, ignore hate, and redefine the feminine care products category. The bans themselves became a strategic weapon for our campaign. Using a provocative film to demonstrate the menstrual blood taboo, we could prove our point while generating massive earned media headlines. More importantly, we would begin to “normalize periods” by visibly injecting their discussion into mainstream media and social conversation. Outcome “#BloodNormal” has launched in four countries and spread virally to 32 -- even where the brand isn’t sold -- fueling an earned social media reach of 116.2 million, with 56.4k reactions and growing. PR has generated 4.5 billion+ impressions and 510 stories in global news media, including Teen Vogue, Pop Sugar, Elle, Huffington Post US, Bustle, Glamour, Cosmo, The Guardian, Metro, Daily Mail, BBC News, Loose Women, Vice, Sante, Grazia, and Marie Claire. Especially satisfying: PR has enabled Libresse/Bodyform to appear on the same broadcast television stations that banned us. The campaign has provided a springboard for change. Every scene in “#BloodNormal” contained an activation designed to further our PR message. Style blogger Julian Hernandez and French activist Victoire Dauxerre spread our message through their social platforms. We sold our designer-embroidered period underwear through French fashion house Dessu. Spread a graphic novel on tumblr, and 3 bursary films are now in production. We also harnessed the visceral hate that #BloodNormal received to further fight the stigma on social media. There’s been a 72% positive response with women and men taking up the debate on social media, answering critics on our behalf. In addition, 80% of women across five countries “liked or loved” the film, with a majority declaring feeling understood, inspired or moved, and 83% feeling more likely to recommend the brand. In another survey, 65% wanted to buy the brand and had a better opinion of it, upon watching the film. Execution Empathy kills shame. Libresse collaborated with fashion bloggers, models, artists, dancers, comedians and other cultural influencers to incorporate menstrual periods into their work. They became part of “#BloodNormal,” a short film depicting periods with unprecedented candor and honesty. In a taboo-busting first, we turned the infamous blue liquid into period-blood red and showed period blood on film. Just as the film makes a compelling case for “normal,” it becomes pixilated, an abrupt reminder of current broadcast restrictions. PR carefully crafted and tested messaging ensuring the sensitive topic was well received. Media toolkits anticipated press questions and drove coverage and views of the film. Key stakeholders were approached, including potentially unreceptive male journalists. Media exclusives and branded social platforms were synchronized for the global media launch. Post-launch PR activations used designer underwear, a graphic novel, playful GIFs, school workshops and even hate mail to drive conversation and coverage. CampaignDescription Murder, fights and surgical operations, in all their bloody glory, are allowed on entertainment screens in nearly every channel and medium. Yet when it comes to period blood, censorship is in order. Even feminine hygiene brands use an artificial blue liquid in product demonstrations. These restrictions have allowed taboos to thrive. 90% of women attempt to hide their period; 42% of women have been period-shamed; and 56% of global teens say they’d rather be bullied than talk to their parents about their periods. Enough was enough. The only way you make periods normal is by showing them as normal. Through an online film we would boldly show period blood for the first time. We’d end the era of the “blue liquid,” and show period pain, intimacy, and even include men in the conversation. Each scene would provide a springboard for a PR activation that would continue spreading the message. BriefWithProjectedOutcomes Periods are taboo in most societies. The underlying treatment is consistent: periods are silenced, euphemised and women are made to feel shame for having them. We see the silencing and shaming in self-censorship with the infamous blue liquid. And Broadcasting laws banning the sight of period blood for “causing offense.” BriefExplanation Audience The period taboo is proven to be damaging. It makes women/girls feel disgusting and men disgusted. As a mainstream brand breaking taboos and normalizing periods by being honest, #Bloodnormal is helping break the cycle of silencing and shaming which affects women’s mental and physical wellbeing and damages their self-esteem.

暂无简介

正常血液 | #Blood Normal

暂无简介