#Periodsomnia shines light on how periods impact sleep in striking ad, wins Gold in Health & Wellness at Cannes
Bodyform in partnership with AMV BBDO has become known in the past decade for its boundary-pushing work tackling stigmas around women’s reproductive health.
The brand surveyed over 10,000 women across 11 markets to gather insights, finding that women lose an average of five months of sleep over their lifetime due to pain, discomfort or anxiety, while 62% of women+ reported poorer sleep on their period.
They coined a new term, #Periodsomnia, to describe the phenomenon.
Bodyform has never been shy with previous campaigns that have shaken taboos by showing period blood and celebrating vulvas. But they have done amazingly well, it’s not enough to choose a taboo and break it. They have connect with audiences, reflect their genuine concerns with empathy, creativity and cultural impact.