PRWeek UK Awards Winners 2018: Best International Campaign

Ketchum wins the International Campaign of the Year award for '#bloodnormal' - its taboo-challenging campaign for Essity's feminine-hygiene sister brands Libresse and Bodyform.

This groundbreaking campaign was intended to challenge the fact that periods are ignored by mainstream media, allowing societal stigmas and taboos to perpetuate.

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The goal was to boost brand equity, positive perceptions, and affinity/loyalty to Libresse (Bodyform in the UK) among women – by helping the brand become a proponent of women’s empowerment.

Libresse partnered fashion bloggers, models, dancers, comedians and others to incorporate "periods" in their work. They became part of a short film depicting periods in a more honest way than viewers were accustomed to.

The blue liquid typically used to represent blood was replaced with red. But just as the film made the case for "normal", the view was pixelated, highlighting broadcast restrictions. The tagline was: "Periods are normal, showing them should be too."

For the launch, exclusives were secured in the UK and Nordics. The film was broadcast on social platforms simultaneously, and interest was maintained through a director Q&A and conversations involving key influencers.

The video was positively received in more than 17 countries and has over 2.9 million views on YouTube. PR generated more than 4.5 billion impressions and 510 stories in global news media.

Crucially, brand perceptions improved: 79 per cent of women agreed it encouraged them to live fearlessly, and 67 per cent that it was a brave brand.

Judge's comment:

Great campaign, excellent execution



Highly commended:

The Body Shop – Forever against animal testing 

The Body Shop with Another Word Communications

This drive to gather eight million signatures on a petition urging an end to animal testing globally is on track to hit its target. A series of effective initiatives has included a dog 'protest' outside the UN building in New York and campaigning for the European Parliament to champion the cause.

Finalists: 

‘Blue Planet II’ commercial & international PR campaign BBC Studios

Hidden treasures of creativity Golin for Adobe

UBS billionaires insights: Setting the global wealth agenda Headland Consultancy for UBS

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