Libra: The New Period Ritual
Period underwear may not be new, but they’re still not the go-to for managing
period each month. Carrying an element of stigma, Aussie women are scared that
they’re difficult to use, putting them in the ‘too hard basket’.
To encourage women to incorporate a pair of new Libra Period Proof Undies into
their monthly period ritual, we focused on the freedom and ease that they bring,
encapsulating everything about period underwear in four simple, catchy words
– wear, bleed, wash, repeat.
We collaborated with a local Melbourne musician – CD – to create a soundbite
to introduce this and created a presence for Libra on TikTok.
