Another of the film’s distinguishing features are the images of classical paintings of women looking distressed or exasperated. The idea behind this was to connect women’s issues with centuries of history and underscore how misinformation and dismissal of their experiences have persisted. 

“The layer of historic paintings adds another level of sheer absurdity, this 300,000-year sigh of: it’s not just a period,” Nicholas Hulley, co-CCO at AMV BBDO, said. 

Behind the scenes, the women on set for the ad shared their stories, from motherhood to endometriosis, which informed what was depicted on screen. 

“We wanted to show the onslaught of your whole life. You’re having these ‘what the fuck’ moments, feeling alienated from your body, unprepared for what’s happening and wishing you had more information,” creative Augustine Cerf said. 

Beyond taboo-busting

The dramatic music and extravagant, sometimes absurd visuals capture the emotions of real consumers. In Bodyform / Libresse’s latest study, which surveyed 10,000 people across 10 countries, data revealed that more than half (59%) of those who menstruate wish they’d been taught more about their periods and intimate health. 

Other stats were similarly illuminating: just 1 in 5 of those who menstruate felt “calm and ready” to start their first period; 2 in 5 felt the knowledge of their cycle had “lots of gaps;” 90% of those who menstruate know little to nothing about perimenopause; and only 2 in 5 said they felt comfortable enough to talk to their healthcare professional about their menstrual health. 

“The outcome of the research showed us there is an important thing for us to do and embrace as a brand, which is education. It also showed the importance of education from an early age,” said Luciana de Azevedo Lara, senior global brand communications manager at Essity.

“As a brand now we’re really embracing the cause. We want to commit to fostering more education and research, and making sure every woman gets the right knowledge for what they’ll experience,” she continued.

The lack of accurate information about women’s health is a timely issue, added AMV BBDO strategy partner Margaux Revol, pointing to growing conversations about topics such as reproductive health or pain management. 

“People are re-examining the legitimacy of what they’re feeling versus what they’re told… and how the world is not fit for our bodies and experiences,” Revol said. “We want to try and turn that around. What if we started by better understanding women+? What would it look like?”