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2020 ADC Awards - Interactive

#Lipconfession

Agency BBDO GmbH / Duesseldorf + BBDO GmbH / Berlin + BBDO Group Germany GmbH / Duesseldorf

Client The Female Company GmbH
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Annual ID

ADC_INT20_034B

About the Work

The task was to create a campaign that raises awareness for the Female Company’s launch of organic tampons at the drugstore retail partner dm. And that’s a tough one, because we are talking about having to do it in Germany, a country, where menstruation is still a taboo topic: 77% of women feel uncomfortable talking about their period. That’s an issue for “The Female Company” – a start-up for organic tampons – whose communication is often flooded with many negative comments. Our answer: #lipconfession – a provocative campaign which breaks this taboo by openly talking about periods in a natural manner. The campaign’s kick-off featured a huge billboard in the heart of Berlin. It showed lips rotated vertically by 90°, designed to start a discussion around the issues associated with menstruation. Shortly after we published our motifs on Instagram, they were censored by Facebook. But the community took a stand against the censorship. They rotated their own lips by 90° degrees and posted them with their personal #lipconfession in the social channels. #lipconfession quickly turned into a movement and made it clear that women can never be told to seal their lips.