Women+ lose 5 months of sleep over a lifetime due to discomfort, anxiety and fear of nights on their period. With #Periodsomnia, Bodyform/Libresse have coined a term to make sense of all the struggles associated with nighttime periods, using insights gathered from talking to over 10,000 women globally such as the bleeding, the dreaming, the bloating, the tossing and turning. By tackling the invisibility of the issue with beauty and empathy, the campaign aims to close the gender sleep gap and provide comfort and community to the millions of women+ thinking they’re alone in this.
#Periodsomnia has launched across 32 markets, driving market share growth for the brands; 63% of women+ said they were persuaded to try Goodnight pads after having seen #Periodsomnia. Recognizing these results, the jury at the Cannes Lions International Creativity Festival 2023 have awarded #Periodsomnia with a Gold Lion in the category Health & Wellness - Brand-led Education & Awareness, and a Silver Lion in the category Health & Wellness - OTC Products/ Devices - Film: Direction.
“We are really humbled and proud for #Periodsomnia to be recognized as one of the most groundbreaking campaigns by the Cannes Lions Health & Wellness jury. Breaking stigmas and taboos related to hygiene and health are central to Essity’s work and these awards show that progress is being made. Afterall, periods never sleep, but why shouldn’t we?” says Tanja Grubner, FemCare Global Marketing and Communications Director at Essity.
Another campaign to pick up an award at the Cannes Lion International Creativity Festival 2023 is ‘Unsynchronized’ by Essity’s compression brand JOBST, which new fully functional font Irregular Bold receives a Silver Lion in the category Craft – Pharma Regulated – Disease Awareness & Understanding: Direct to Patient or Healthcare Professional for its design to represent the misrepresented in society. The typeface is unpredictable and distinctive, just like the affected limbs of those who live with lipedema, lymphatic and venous conditions. This font is used in the film ‘Unsynchronized’ which showcases the strength and resilience of six individuals living with lipedema, lymphatic and venous conditions, and throughout JOBST’s brand world.
“Compression therapy is a category in need of a refresh: we often see inauthentic imagery and staged reality compression brand campaigns. ‘Unsynchronized’ with the awardwinning fully functional font Irregular bold is a game-changer: being able to see real people with real conditions will make such a difference to those affected by lipedema, lymphatic and venous conditions. We’re proud to be the first brand in our category to do this, and so excited to be recognized for our work by the Cannes Lions Health & Wellness jury.” says Isabel Dahlberg, Health & Medical Global Marketing and Communications Director at Essity.
The Cannes Lions International Creativity Festival 2023 takes place between 19-23 June and is home to the world's most prestigious advertising awards. Libresse/Bodyform has a history of category-defining work that aims to eradicate taboos and shame around women+'s intimate experiences in order to create a more understanding, equitable world. The brand was the first to show period blood in advertising with #Bloodnormal and celebrated vulvas in all shapes and sizes in Viva La Vulva. Most recently in #wombstories, they dynamited the dangerously simplistic story that’s propagated in culture about what it means to be a woman+.