Launching Bodyform’s #wombstories
Bodyform has long had a commitment to breaking taboos. Their latest campaign #wombstories is perhaps their boldest to date, and we are proud to once again be working closely with them to deliver more unspoken truths about women’s bodies.
Launched on 1st July, #wombstories confronts a damaging etiquette that women live with every day. One that dictates what they should – and shouldn’t – feel about their bodies. The new film challenges the assumption that there is one accepted biological timeline that women live by. The reality is much more complex. But society doesn’t encourage women to talk about their intimate health, whether that’s miscarriage, endometriosis, fertility issues or the menopause. And ultimately that’s damaging. Research found that 21% of women feel society wants them to keep silent about their experiences. While nearly half of women felt staying silent about their issues damaged their mental health. Taboos are weakened by open and honest conversation so Bodyform is encouraging women to open up and share their #wombstories in this latest campaign.
Nicola Coronado, UK and Ireland consumer marketing director at Bodyform, commented: “With #wombstories we are starting a movement. We want to boldly go where no other brand has been before; inside women’s bodies and emotions to truly represent their sensations and feelings that we believe are not only invisible but ignored, overlooked or denied.”
#wombstories follows the award-winning Blood Normal campaign to tackle stigma. Also Viva la Vulva, where singing vulvas revealed 73% of women in the UK did not know the difference between their vulva and vagina.
Media Bounty has worked on content and messaging strategy for #wombstories, as well as managing the BVOD rollout, influencer support and producing content to support the launch, as well as our ongoing community management of Bodyform’s social channels.