About last night…Published: 2019-09-27 04:34
Imagine a bathroom without toilet paper. Imagine changing a baby diaper and realizing you are out of diapers. Imagine having a cut in the kitchen and no plasters around. Or… on a more serious note; Imagine being a young woman being bullied for having her period, not being allowed to take a shower just because, being isolated because it may be “contagious”, getting your first period and have no clue what it is…
At Essity, we work to break the stigma and taboos surrounding hygiene and health, incontinence and menstruation. That is why I have chosen to work for Essity. It is such an easy walk to the office every morning because I know that what I and my 47,000 coworkers do, makes a difference to people’s lives.
So what about last night?
Following research that underlined lack of self-love, education, unawareness, embarrassment – the campaign celebrates the vulva in all its beautiful shapes and forms and fighting against the myths, insecurities and stereotypes that women are subjected to. It strives to empower women and liberate women from the pressure of certain standards.
Together with great colleague Tanja Grubner of the Essity feminine care category, we presented a recent feminine care brand campaign “Viva la vulva” to the audience of YouTube Brandcast in Stockholm. The campaign is a fantastic case in point that challenger brands are disrupting every category.
For example – did you know that 1 out of 3 women skip their cervical cancer test out of embarrassment? Sad fact is that most cases are preventable – if you show up in time.
By a mix of laugh and seriousness, the campaign reached half a billion people in 90 countries. A lot of hard work, alignment, pressure test and courage are involved in making something like this happen. Our internal efforts and all the external reactions (so many people related to, shared, interpreted, freaked out over… and celebrated this) are a real proof point for the great elasticity in pushing boundaries and doing it in a responsible way.
When it comes to breaking barriers related to hygiene and health – in Essity, we play our part.
When it comes to spreading the word, we all have a part to play. Whether it is to make sure young girls and women have a sound self-esteem and feel comfortable in their own bodies or to break stigma around menstruation for girls in Mexico, South Africa, India or anywhere else where this is still a taboo.
Online, offline. Social platforms, word of mouth. Everything counts.