Libresse

Dad, I got my period!

To mark the launch of the book “Menstruação Real” (“True Period”), the campaign showed that the first period is also a topic for fathers and daughters to discuss.

Challenge

Through the launch of the book “Menstruação Real,” positioning Libresse as a disruptive brand, focused on the commitment to promoting menstrual health and breaking taboos for the well-being of the population. The book is part of the brand's “First Period Kit,” which includes anti-cramp patches, various lines of menstrual products, and the book.

Strategy

We planned a public relations strategy for the entire month of May with educational actions culminating in press releases and influencers for World Menstrual Dignity Day (May 28th):

Educational actions: four roundtable discussions on menstruation, in partnership with the NGO Girl-Up Brasil, aimed at girls and women from communities in Campinas, São Paulo, and Peruíbe throughout May 2024, with posts on the NGO's and brand's social media channels.
Taboo-breaking action with influencers Marcos Piangers and Thiago Queiroz, both fathers of girls, to promote the book based on the reflection: how to approach the topic of first menstruation with your daughters without taboo? Posts were launched on May 28.
Announcement of the book launch via press release during the week of May 28 + radio bulletins on the importance of breaking taboos related to menstruation, distributed throughout Brazil via Radioweb;
Press relations: organic distribution of press kits with the new book to journalists covering health, teens, wellness, and behavior, also during the week of May 28, 2024.

Results

Press

58 articles

in the press

254 insertions

of bulletins on radio stations throughout Brazil

R$ 954,500

in advertising equivalence

Approximately 15 million

people impacted approx.

Influencers

2 influencers:

@piangers and @thiagoqueiroz

3 publications

(1 post, 1 carousel, and 1 Reels)

480,000