Monday, 17 April 2017

Libresse's 'Let's Get Real' campaign

Last week, I went to feminine care brand Libresse's product launch event - the ‘Let’s Get Real’ campaign to raise awareness and trigger women to rethink what is depicted as “realities” in sanitary pad ads as well as their period experiences. 
The campaign also gives women a platform to start the conversation on the topic which dispels myths of it being a taboo subject. Using a series of online polls which attracted more than 5000 respondents, Libresse shines a spotlight on honest consumer insights that acknowledge the challenges and hardships women encounter during their period.
(L-R) Petrina Thong, Shazreen Fazlynda, & Adibah Noor in Libresse's Talkshow
Based on these results, the campaign paves the way for more relevant communication and a more realistic representation of what women go through.
So, what are some common features shown in sanitary pad ads today? Poll respondents say these are what they usually see:
• Girls laughing, dancing or skipping around with joy 
• Girls wearing white or light coloured clothing 
• Girls waking up bright and cheerful 
• Girls being super active and doing sports
True? Every woman has a tale to tell about her period experience, and it can be very different from how it’s portrayed. In fact, 9 out of 10 respondents feel that most sanitary pad ads are missing the mark. But if the ads aren’t realistic, then what is?
Women experience both physical and emotional discomforts and these three top the list – mood swings, cramps, and bloating. “The period experience is different for every woman – while some lucky few are not affected at all, most women are affected in some way so it would be good for ads to be more relevant. After all, when a woman is feeling tired, in pain from cramps and not sleeping well, we are not going to be cheerful or energetic” says special celebrity guest Adibah Noor. “While we don’t let it get in our way, our period experience is definitely not fun. So why should it be presented that way?”
Popular vlogger Shazreen Fazlynda agrees – “I never really questioned femcare ads before, but once I did, all the misrepresentations jumped out at me because my reality is far different! As a mom, my usual day involves rushing around between shoots and meetings with my baby in tow, regardless of cramps or tiredness.” Supporting the effort to raise awareness on period misrepresentation, Shazreen has produced a video which aims to bring the ‘Let’s Get Real’ message to life. The video can be viewed on her YouTube channel as well as the Libresse Malaysia Facebook page.

So, do women do any of these when they get their period?
  • Skip around with joy – 78 percent says they “feel lethargic and don’t want to move at all”; 
  • Choose to wear white – 78 percent says “no”, while most women (98 percent) claim they would feel “mortified or at least feel self-conscious when they get stains during the day”; 
  • Feel like being a social butterfly – more than half of the respondents would rather be alone or only prefer the company of close friends during this time; 
  • What about doing some serious exercising? Over half of the respondents (55 percent) choose to do light activities like yoga or skip any form of exercise completely; 
  • Sleep soundly – eight out of 10 women report disturbed sleep caused by period discomforts.

But, hey, life goes on… women don’t let it get in the way of their responsibilities – seven in 10 women would go on to have a normal day or carry on as best they can, regardless of how they feel.
Libresse's event
Is an honour to meet Gurmit Singh in Libresse's event.
Are We All Ready to Get Real Though? 
While women know how to work their way around period discomforts, it seems that nine out of 10 women agree that pad ads should be more realistic.
On top of this, Faye Yong, Marketing Director for Southeast Asia (Feminine Products), relates that consumers across Asia are becoming more discerning and demanding about the brands they use. According to research*, today’s consumer wants brands that have character and personality; brands that build connections and tell relevant stories; brands that break down walls of misinformation, ignorance and inefficiencies.
* Trend Watching’s ‘5 Asian Trends for 2017’, January 2017 Asia Trend Briefing.

Let's Get Real with (L-R) Petrina Thong, Shazreen Fazlynda, Faye Yong of Libresse Malaysia & Adibah Noor
Speak up about your period experience with Libresse and join the ‘Let’s Get Real’ campaign advocates to kick-start honest and accurate representations of what women go through.
What do you think of pad ads yourself? Do you think they need to reflect what it’s really like to have period? What do you really go through during that time of the month? Share your message with other women on


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