Fearless ‘new kid on the block’ wins gold PRISM Award
ByDesign Communications and Net#work BBDO win gold in healthcare category for
Libresse’s Vagina Varsity
ByDesign Communications, in partnership with Net#work BBDO, took home a gold PRISM Award from last week’s annual PRISA awards ceremony. Their winning Vagina Varsity campaign for client Libresse was also selected as one of the top five campaigns overall for 2016.
ByDesign director Kevin Welman said he’s especially proud of their win as the agency has yet to celebrate its first birthday. But, he commented, Libresse is a ‘perfect-fit client’ for their challenger mentality. “Libresse is all about being fearless and daring in a space that’s traditionally had a very quiet, discreet voice. They’re changing the feminine hygiene sector and giving South African women, young and not-as-young, the vocabulary and the courage to talk about periods out loud and without shame.”
“Working with Net#work BBDO on the project was terrific; great thinking, great ideas; and, of course, an ability to execute multi-platform content in an agile way. Integrated, award-winning campaigns need equally strong partners with a collaborative mindset across all the disciplines.”
Libresse started the world’s first Vagina Varsity, an online platform that teaches women about their bodies in a private, safe setting, guided by professionals. Their challenge was to empower women to say ‘boo’ to taboo and ‘hello’ to Vagina Varsity.
Boniswa Pezisa, Net#work BBDO SA CEO, said: “From the outset, we knew we needed a communications partner that was as fearless as the client. We know that integrating our skills with those of communicators who understand the media environment is important, and this campaign showed us again how critical real integration is. It’s rare that you get to create work that can change a category but we believe that’s exactly what we did with Libresse.”
Net#work BBDO and ByDesign are currently rolling out a second campaign for Libresse, this time with the key message of ‘Unembarrass your period’.
see the work here – http://www.networkbbdo.co.za/portfolio/vagina-varsity/