Indian Representation in Australian Libra Brand; new campaign ‘Live Liberated’ launched

Australian period care brand Libra has launched its new campaign under their Live Liberated platform via cummins&partners. The initial launch took the first step to make people feel powerful and authentic, while subverting the pressures to conform to unattainable standards of perfection.

Actor, dancer, and writer, Ria Patel, the Indian-Australian face of the newly launched campaign tells us how important it is for her as an Indian woman and how the campaign aims to empower women.

She goes on to say, “I think this is an extremely important story as not only has Libra shown an Indian girl in their campaign but the topic of periods in our culture is quite taboo.

This campaign has done a beautiful job of empowering women to embrace and love their periods but also encourages women to seek help if they are experiencing painful cycles.

As an Indian woman not only do I want to empower women but Indian women in particular – there are far too many women suffering in silence because of this. I’ve worked with many brands such as Toyota, Kmart, City of Melbourne but I’m most proud of this one.”

Now Libra is taking it a step further by putting moments that are shrouded in stigma, hidden, or taboo front and centre to empower individuals to be liberated from societal pressures.

The campaign showcases a range of moments that are an everyday experience for Libra’s customers, and yet are still seen as a taboo by society. Moments such as, blood stained sheets, relieving period pain through pleasure, feeling the need to have to hide away from pain, embracing how your vulva looks, and shining a light on the complicated condition which is endometriosis.

Sophie Lander, National Managing Director, cummins&partners, says, “We are proud to be launching the next iteration of the Live Liberated campaign. This is an important body of work that continues to push important conversations that are still riddled with stigma. People experience these moments everyday, we need to take these topics and reframe them from constraints to moments of liberation.”

Mishael Raban, Head of Marketing Libra says, “The Live Liberated platform celebrates and champions the beauty of individuality, self-expression and importantly encourages people to liberate themselves from the stigmas that are still attached to periods. These moments were carefully crafted by listening to our audience. We know that we still have an important job to do, in continuing to demonstrate to them we are a brand that encourages and supports these everyday moments.”

The campaign was directed by Amber Mealing produced by The Producers, and launches across social media, digital and OOH.