Bodyform’s ‘Never Just a Period’ Campaign Highlights the Complex Journey of Women's Health

First published: 01/04/2024

In a bold continuation of their decade-long collaboration, femcare brand Bodyform and ad agency AMV BBDO have launched the 'Never Just a Period' campaign. This initiative shines a light on the multifaceted and often confusing journey of women's health, aiming to break down the stigma and misinformation surrounding menstruation and intimate health.

A Decade of Pioneering Campaigns

Bodyform, under its parent company Essity, and AMV BBDO have become known for their innovative and groundbreaking advertising campaigns. Previous initiatives like ‘Last Lonely Menopause’ and ‘Viva La Vulva’ challenged societal norms and promoted open conversations about topics often considered taboo. These campaigns not only highlighted the natural aspects of women’s bodies but also advocated for better understanding and acceptance.

The Need for Better Education on Menstruation

The ‘Never Just a Period’ campaign comes at a critical time, as recent data reveals that more than half of those who menstruate feel they were inadequately informed about periods and intimate health during their formative years. This lack of education contributes to confusion, stigma, and often unnecessary anxiety surrounding menstruation. The campaign aims to address these gaps by providing accurate information and fostering a more inclusive conversation about women’s health.

Breaking the Silence on Women's Health

With ‘Never Just a Period,’ Bodyform and AMV BBDO seek to normalise the discussion of periods and other intimate health issues. The campaign includes a series of advertisements and educational materials that demystify menstruation, challenge stereotypes, and encourage individuals to seek proper information and care. This initiative reflects a broader commitment to women's well-being, promoting not just physical health but also emotional and mental well-being.

A Long Road Ahead

Despite the strides made in destigmatising women’s health issues, both Bodyform and AMV BBDO acknowledge that there is still a long way to go. The persistent myths and misinformation about menstruation highlight the need for ongoing education and advocacy. The ‘Never Just a Period’ campaign is a step towards a more informed and accepting society, where conversations about menstruation are as commonplace and accepted as discussions about any other health topic.

Conclusion

The launch of the ‘Never Just a Period’ campaign underscores the enduring partnership between Bodyform and AMV BBDO, and their shared mission to advance women's health awareness. As they celebrate a decade of impactful work together, they remain committed to challenging societal norms, educating the public, and supporting those who menstruate with honesty and empathy. This campaign is not just about periods—it's about fostering a deeper understanding and respect for the complex journey of women's health.