The Womb Stories series features women of various ages and commits to nullify common myths that exist around their complexities. In mid-February 2021, Libresse introduced the stories on its digital pages, collaborating with the voices of women around the world.

The brand says that the campaign stems from the social misinterpretations, lack of knowledge and stigma that linger around the female body.

"Commonly, women are deprived to speak out in confidence and unapologetically about what really happens to their organs, the effects thereof and the process it takes to overcome it. Libresse, as a personal care brand, identified this as a concern and set out to drive these important dialogues," says the brand. 

According to Libresse, the choice of words used in the initiative are blunt and the visuals portrayed aim to mirror the pain felt during this intimate journey. Endometriosis, Menopause, Hysterectomy and miscarriages are some of the issues that are covered in the series.

"This campaign highlights that a woman's journey with her body is not simplistic. It reveals the emotional, complicated and sometimes painful realities of women's intimate experiences," says Mpho Nojiwa, marketing brand manager of Libresse.

"We want to reverse the stigma that is often associated with uteruses, periods and vaginas by encouraging women to have open conversations about their bodies," concludes Nojiwa.  

The campaign will further launch Womb Table, a video segment that will gather doctors and experts to further discuss some of the issues that resonate with South African women. The individuals to join include: 
  • Dr Sindi Van Zyl,
  • Dr Boitumelo Makaulule, and
  • Dr Chriselda Kananda.
For more information, visit www.libresse.co.za. You can also follow Libresse on Facebook, Twitter or on Instagram.