Feminine care brand Libresse has launched a campaign titled "Know Your V", which aims to create awareness and educating women on their V-zone. Done in collaboration with Havas Immerse Malaysia, the campaign insight is built on recognising the complexities of a being a woman, especially in the context of their V-Zone area. This comes as Libresse finds that many 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, according to a press release. The campaign 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.
The "Know Your V" campaign is fronted by a minute-long brand campaign film, which featured different female individuals in private situations with their V-zone. The film is posted on Libresse Malaysia's Facebook and Instagram pages, as well as its YouTube channel. It has garnered 1,733,046 views on YouTube at the time of writing.
The film is targeted at women, aged from 18 to 30 years old, who want to reach their aspirations in life despite a certain degree of self-doubt. The film also uses the song, “Getting to Know You” by Julie Andrews to describe the positive feeling of getting to know one's V-Zone better. Aside from the film, Libresse also launched a dedicated website to amplify the message, and serves as a platform for women to learn more about their V-zone. A quick check by A+M showed that the website has informational content such as articles addressing common issues related to the V-zone, as well as a quiz for consumers to see how well they know their V-zone.
Verene Lee, marketing manager, Libresse, said the campaign makes a bold statement in the context of Malaysia’s cultural and social landscape. "The challenges and roadblocks encountered made us believe in the importance of the message of the campaign even more deeply," Lee added.
Kerry Khoo, chief creative officer, Havas, Havas Immerse Malaysia said: “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."
Back in 2018, Libresse launched a campaign which discussed the topic of menstruation. Titled "Men-struation", the campaign aimed to reframe what periods are like in men’s minds to improve understanding between women and the men in their lives, creating a stronger affinity towards Libresse in their target audience. The month-long integrated campaign was launched on the brand's Facebook page and features a character called the "Get Real Bro". He explains periods man to man, sharing educational content videos and tips with men, so they understand what period is like and how they can support them.