Essity Campaign Recognized at Cannes Advertising Festival

Libresse/Bodyform, brand of global hygiene and health company Essity, have both been awarded at the Cannes Lions International Creativity Festival 2023. The feminine care brand scoops both a Gold and Silver Lion for its campaign Periodsomnia which shines light on all the struggles associated with nighttime periods.

According to the campaign, women+ lose five months of sleep throughout their lives due to the due to discomfort, anxiety and fear of nights on their period. With Periodsomnia, Bodyform/Libresse have coined a term to make sense of all the struggles associated with nighttime periods, using insights gathered from talking to over 10,000 women globally. By tackling the invisibility of the issue with beauty and empathy, the campaign aims to close the gender sleep gap and provide comfort and community to the millions of women+ thinking they are alone in this.

Periodomnia has launched across 32 markets, driving market share growth for the brands; 63% of women+ said they were persuaded to try Goodnight pads after having seen #Periodsomnia. Recognizing these results, the jury at the Cannes Lions International Creativity Festival 2023 have awarded the initiative with a Gold Lion in the category Health & Wellness – Brand-led Education & Awareness, and a Silver Lion in the category Health & Wellness – OTC Products/ Devices – Film: Direction.

“We are really humbled and proud for #Periodsomnia to be recognized as one of the most groundbreaking campaigns by the Cannes Lions Health & Wellness jury. Breaking stigmas and taboos related to hygiene and health are central to Essity’s work and these awards show that progress is being made. Afterall, periods never sleep, but why shouldn’t we?” says Tanja Grubner, FemCare Global Marketing and Communications Director at Essity.

The Cannes Lions International Creativity Festival 2023 takes place between 19-23 June and is home to the world’s most prestigious advertising awards. Libresse/Bodyform has a history of category-defining work that aims to eradicate taboos and shame around women+’s intimate experiences in order to create a more understanding, equitable world. The brand was the first to show period blood in advertising with #Bloodnormal and celebrated vulvas in all shapes and sizes in Viva La Vulva.