All is Love, a film celebrating the launch of www.stellamccartneycares.org in 2018, has won a Grand Clio award in the Fashion and Beauty category. Award-winning actor and director Idris Elba narrates “All is Love”, a poem by writer and spoken-word poet Kai Isaiah Jamal, as people share their experiences with breast cancer. The cinematic short film aims to inspire, support and educate, and challenge the taboo surrounding men talking about breasts openly with their partners. The film serves as a reminder that breast cancer effects both men and women and the experience extends beyond the sufferer to their loved ones. Idris Elba lost his father to cancer, Fashion stylist Stella McCartney lost her mother Linda McCartney to cancer in 1998, while Idris Elba lost his father to cancer in 2013.
Libresse, the Essity Femcare brand, has picked up a Grand Clio for “Viva La Vulva”, an advertising campaign designed to encourage a healthier approach to women’s genitals. Set to the Camille Yarborough track, “Take Yo Praise” (Praise You Like I Should), the Viva La Vulva commercial has lip syncing artful representations of the vulva, from oysters to conch shells, puppets, button holes, cupcakes, origami, purses, grapefruit and more. And the women who love them – from young women to new mothers to older post-menopausal women. The commercial was initially released on the Libresse Sweden Youtube channel in November 2018, and was then rolled out across other markets, with brands including Bodyform (UK) and Nana (France).
British retailer Mothercare has been running Body Proud Mums, a press, outdoor and online campaign addressing body image issues relating to birth. Research showed that over 80% of mums in the UK have admitted comparing their post-baby bodies to unrealistic ideals, with 90% of women aged 18-25 expecting their bodies to compete with celebrities and what they see in the media. Mothercare worked with McGarryBowen to find women to pose for photos that would celebrate the post-partum body, encouraging new mums to feel proud and confident about their bodies. The Mothercare campaign, featuring un-retouched photographs, complete with stretch marks and scars, appears on screens throughout the London Underground, as well as on Mothercare’s instagram site, alongside stories from the models. The Body Proud Mums campaign was created for Transport for London’s “The Women We See” competition, which called on entrants to produce ads that “reflect London’s diversity, feature women from all backgrounds and move away from harmful gender stereotypes.” As the contest’s runner-up, Mothercare received £50,000 of digital advertising space. Mothercare found women to participate in the campaign via open casting calls and social media posts.
On October 25th 2016 Easy Period released their first ad campaign with agency Cossette titled, No Shame. The campaign consists of a series of four images that depict situations where women might normally feel ashamed during menstruation. For example, taking a bath, leaking on bed sheets, having painful cramps or being naked with a tampon in. “Periods are nothing to be ashamed of. They’re natural. And period products should be natural, too. Easy delivers 100% organic tampons and pads right to your door, because periods should be easier. Learn more at easyperiods.ca”. The campaign won a Yellow Pencil at the 2017 D&AD Awards.
Veru Healthcare is promoting the FC2 female condom with “Down and Dirty with the Female Condom”, a not safe for work commercial featuring St Louis copywriter Amanda Burch. Amanda’s pitch video was designed by advertising agency New Honor Society to sell a marketing concept to Veru Healthcare. The company liked Amanda’s performance so much they’ve brought her on as a spokesperson for the brand, online at fc2.us.com/ask-amanda and with the Twitter hashtag #GoAskAmanda. Amanda provides a performance that would make Sarah Silverman proud, addressing with honesty and humour the concerns women (and men) have about using a female condom.