The One Show
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Category
Best of Show
Annual ID
OS_IG21_001G
About the Work
Everywhere you look, women’s experiences are doubted and silenced.
Fuelling a never ending cycle of shame.
With disastrous mental and physical consequences.
So, Bodyform, did what nobody else was doing.
We asked women how they felt.
And gave them the tools to express themselves by asking metaphorical questions: if your womb was a person, or a place....and we listened.
And then we dared to show what we heard, weaving together all the unseen, unheard stories into a complex rollercoaster of love and hate. Bound together with our new visual language of womb-dwellers.
There was a crack of relief. People started finding the bravery to tell their own Wombstories. So we fuelled an expanding cycle of sharing by turning these testimonies into their own Wombstories, putting them back into culture to inspire others.
But Wombstories is more than just the healing power of expression. It’s also a medical tool for pain. So we created the first ever pain dictionary as an alternative to the outdated 1-10 pain scale, which is ineffective at diagnosing endometriosis (which is as common as diabetes and takes on average 7.5 years to diagnose). Created by endometriosis sufferers the dictionary lets women define their own pain and helps others recognise theirs. Leading to better education and shorter diagnoses times. The dictionary and the pain report – our groundbreaking research – lives on social and is housed in a virtual pain museum.
By listening and giving women the words to express themselves the campaign has been an exploding cultural bomb, opening millions of conversations about women’s experiences and their health.
Achieved over 100 million views. Spread to 132 countries. Gained the number 1 share of social voice. Seen an increase of 200% of followers on social channels. And exceeded all benchmarks of previous campaigns.
Fuelling a never ending cycle of shame.
With disastrous mental and physical consequences.
So, Bodyform, did what nobody else was doing.
We asked women how they felt.
And gave them the tools to express themselves by asking metaphorical questions: if your womb was a person, or a place....and we listened.
And then we dared to show what we heard, weaving together all the unseen, unheard stories into a complex rollercoaster of love and hate. Bound together with our new visual language of womb-dwellers.
There was a crack of relief. People started finding the bravery to tell their own Wombstories. So we fuelled an expanding cycle of sharing by turning these testimonies into their own Wombstories, putting them back into culture to inspire others.
But Wombstories is more than just the healing power of expression. It’s also a medical tool for pain. So we created the first ever pain dictionary as an alternative to the outdated 1-10 pain scale, which is ineffective at diagnosing endometriosis (which is as common as diabetes and takes on average 7.5 years to diagnose). Created by endometriosis sufferers the dictionary lets women define their own pain and helps others recognise theirs. Leading to better education and shorter diagnoses times. The dictionary and the pain report – our groundbreaking research – lives on social and is housed in a virtual pain museum.
By listening and giving women the words to express themselves the campaign has been an exploding cultural bomb, opening millions of conversations about women’s experiences and their health.
Achieved over 100 million views. Spread to 132 countries. Gained the number 1 share of social voice. Seen an increase of 200% of followers on social channels. And exceeded all benchmarks of previous campaigns.
2021 Awards
Total Points: 135
Best of Show Pencil
Credits
Agency
AMV BBDO / London
Digital Agency
Poke / London
PR / Marketing Agency
Ketchum / London
Production Company
Chelsea Pictures / Los Angeles
Music / Sound Production Company
750mph / London
Post Production Company
Framestore / London
Trim / London
Media Distribution Company
Zenith Media / London
Animator
Alicja Pawlukzuc
Annie Wong
Augustine Cerf
Aylin Ohri
Carine Khalife
Dana Robinson
Ellie Pearce
Em Cooper
Georgie Wilemore
Haein Kim
Holly Warburton
Jenny Jokela
Jesse Warby
Kate Isobel Scottat
Laura Jayne Hodkin
Lauren Peters
Lyla Ribot
Meagan Elemans
Molly Grace Lawton
Nadja Lossgott
Nella Addy
Roos Mattar
Salla Lehmus
Selby Hurst Inglefield
Venus Libido
Victoria Villasana
Art Director
Nadja Lossgott
Nicholas Hulley
Chief Creative Officer
Alex Grieve
Group Creative Director
Jim Hilson
Nadja Lossgott
Nicholas Hulley
Toby Allen
Director
Nisha Ganatra
Director of Photography
Natasha Braier
Editor
Elise Butt
Executive Creative Director
Nadja Lossgott
Nicholas Hulley
Executive Producer
Lisa Mehling
Pat McGoldrick
Sound Designer
Sam Ashwell
Strategist
Beatrice Farmelo
Margaux Revol
Account Handling
Helen Limbrey
Katie Gorrod
Sara Abaza
Sarah Hore-Lacy
Creative
Augustine Cerf
Lauren Peters
PR
Amber Organ
Georgia Simpson
Victoria Bond
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