Insight

Women have a unique kind of kinship with one another, which manifests itself in little acts of kindness and support.

Libra - Womankind

A stranger helping you get toilet paper off your shoe. A colleague tucking in your clothing tag for you. A friend baking you cookies after a break-up. A classmate you’ve never spoken to, coming to the rescue when your period strikes unexpectedly. These are all common examples of the little ways women have each other’s back.

As Libra products are designed by women for women, another example of this, we wanted to create a campaign that brought to life the unique, beautiful and unspoken kinship that exists between women.

 To do this, we street-casted a group of young women with stories to tell. From light-hearted moments to more serious issues, the aim was to highlight everyday moments where women support other women. The campaign featured a hero montage TVC and 5 individual cut downs of each story, which ran across Libra’s social channels, and YouTube bumpers.