Leading feminine care brand, Libresse has launched a campaign in Malaysia with the aim of creating awareness and educating women on their ‘V-zone’, a sensitive yet important feminine health matter.
‘Know Your V’ is created by Havas Immerse Malaysia and the insight is built on recognizing the complexities of a being a woman especially as many Malaysian women have minimal understanding of their V-zone area, due to the negative cultural pressure or taboos, unnecessary shaming and general uncertainty surrounding the sensitivity of the subject.
‘Know Your V’ sets out to influence perceptions by uncovering real situations that women face on a daily basis and portraying it as something natural and worth understanding, instead of it being a source of shame.
Targeted at sociable and confident women (18-30 years) who want to reach their aspirations in life despite a certain degree of self-doubt, the core of the creative idea is anchored by a brand film produced together with Directors Think Tank, shot by director Carolyn Chon. To make the message memorable, a modern twist was incorporated on a classic song, “Getting to Know You” by Julie Andrews to describe the positive feeling of getting to know your V-Zone better.
The message is amplified through a Libresse official website that serves as a platform for women to learn more about their V-zone.
Commenting on the campaign, Verene Lee, Marketing Manager, Libresse said, “In the context of Malaysia’s cultural and social landscape, this campaign makes a bold statement that it’s important to know about your V-zone. The challenges and roadblocks encountered made us believe in the importance of the message of the campaign even more deeply.”
“We are confident that this campaign will resonate with the audience and help Libresse to make a meaningful difference, empowering Malaysian women to start open discussions, seek education and feel comfortable with their bodies,” said Kerry Khoo, Chief Creative Officer, Havas Immerse Malaysia.
Chief Creative Officer: Kerry Khoo
Creative: Ong Yu Xin, Angelyn Ho, Kwee Keak Lee, Khaleeq Sarfaraz, Syakeera Hamid
Account Management: Ungku Farah Hazeleena, Cheyenne Lim
Production Company: Directors Think Tank
Director: Carolyn Chon