Carefree calls on Australian women to break taboos around periods and vaginas with ‘Be Real’ campaign launching tonight via DDB Sydney
CB Exclusive – Carefree, via agency DDB Sydney, has embarked on a new campaign which looks to tackle the taboos of periods and vaginal health head-on by demonstrating the reality – and normality – of periods.
Launching tonight, the campaign follows recent research from Carefree that discovered women today are more comfortable talking about their sex lives than their periods.
The research discovered Australian women shockingly view other females who talk about their periods as vulgar (26%), crude (29%), embarrassing (41%) – and even weird (26%). The new ads intend to show women they are not alone and that the female experiences – good, bad or ugly – are what unite women everywhere.
Says Jen Speirs, creative director DDB Sydney: “With this campaign, we needed to reassure girls that whatever they’re experiencing, however scary or uncomfortable in relation to their period, is actually perfectly normal. We felt the most effective way for us to do this was to get other people to talk about what they’ve gone through in the past, or are going through now.”
The ‘Be Real’ television commercial features scenarios of women experiencing everything from anxiety over how to insert a tampon, to being caught out while getting a little too amorous.
“The conversation that Carefree is starting with the TVCs will continue online where people can share their own real stories. The idea being that when girls hear lots of different stories, they’ll see just how similar we all are. And there’s something very comforting in that,” added Speirs.
As part of the campaign, Carefree is calling on women to share their stories to help normalise conversations around periods, and encourage more women to be open, honest and real about periods.
Women are invited to share their stories at mycarefree.com.au, and enjoy reading more stories, perhaps enjoy a laugh and also seek support on the site.
DDB
Creative Director: Jen Speirs
Art Director: Nadia Ahmad
Copywriter: Julia Spencer
Planning Director: Paula Bloodworth
Managing Partner: Kate Sheppard
Senior Account Director: Sarah Quinn
Account Manager: Nina Godinho
TV Production:
Senior Producer: Claire Seffrin
Production Company: Jungleboys
Producer: Nick Simkins
Director: Al Morrow
DOP – Lachlan Milne
Editor – Paul Swain
Post House – Method Studios
Music composition – Song Zu
Media: OMD
Group Business Director: Stella Carnegie
Account Director: Noel Gate
Interactive Director: Sian Withers
78 Comments
Oh dear. The internet is a brilliant thing. It has given us the ability to target precisely the right audience in precisely the right channels. Of course it means that creatively you might have to think a bit beyond TV spots and single page press ads. But it will avoid anyone ever having to write the opening gambit you have on You Tube (“When it comes to periods and vaginas, us girls are all in the same boat”) It’s called discrete media for a reason. Remember this simple fact and girls everywhere will love you for it.
Nice work Jules & Nadia – here, here to being real about girl stuff.
IMHO it beats seeing yet another feminine hygiene ad featuring a mischievous/clueless boyfriend flapping about dressed as pad-ninja. Nice work Jules.
Truly terrible. THere’s nothing ‘real’ about this.
The best bit of this ad is the name of the agency’s Planning Director!
What isn’t working unfortunately is the first two scenarios – my first take was it was the same woman and the same voice – the woman on the bus remembering when she was young. So it wasn’t making any sense to me when we cut to the third girl on the loo. Perhaps a younger voice to start would have helped.
I want the idea you mangled back.
Nice attempt to speak to real women but feels like it was made ten years ago and I don’t think it would have been ground breaking then either. What bothers me most is that the characters are all so cliche and their thought tracks so unoriginal. I think its the confessional tone that is patronising and annoys me the most. Like its some sort of menstruation support group… give me a break. More bad advertising aimed at women that perpetrates the same old boring advertising cliches. Snore.
PMS is no joking matter, period! Good work at keeping it real.
It’s basically a category spot as it does nothing to sell Carefree specifically. And I would have thought that most women already knew they needed some sort of pad or tampon to deal with their periods. Oh, and the whole thing feels hopelessly cliched. It reads very much like the sort of script you’d get if a planner tried to write it – all strategy, no idea or execution.
Hmmm I call bullshit on your first comment, @Planners trying to be creatives. The spot works to differentiate Carefree through the brand’s philosophy i.e. periods happen, get over it.
This works because a) it will make Carefree stand out in a category that’s been all about discretion for, oh I don’t know, ever and b) pads/tampons are pretty standard across the board. If you don’t have a unique product – say something different.
Awesome to attempt something a bit more creative in this category. But I am so, so disappointed in you girls for once again doing a feminine hygiene spot where the outcome is to make young girls paranoid about their period. Everything you talk about – leakage, pad poking out etc. etc. simply makes young women even more paranoid and lacking in confidence. Why would you do that? Really disappointing.
Watch the SPOT
Terrible terrible terrible! This should not be on TV, its appauling!
Well bloody done! Nicely done.
Not good. lazy strategy, cheap idea, cheap execution.
Distasteful and unnecessary. I would be happy to never have to see this on TV again
I hope I never see this on tv again!
Who ever thought it a good idea should be sacked.
Very distasteful
Hoping I never see it again on tv
Found this advert disgusting. Most of us mothers spend alot of time helping our daughters adjust to having periods (thats its all very natural) and now an ad likes yours will make alot of young ladies freak out after seeing this. Have abit of common sence.. Blood in a pool..a very young girl in a leotard with a pad sticking out..The perverts will love this
I find this totally appalling. I am far from being a prude but my heart goes out to all the young girls watching TV with their fathers, brothers etc and have to sit listening to ‘ What hole does it go in’.
Christ, women have had periods forever and no it does not need to be so blatantly put out there.
Why always about women?
What about ‘Ball fresh’ for men with sweaty penises etc.
Can’t believe this is an all woman effort.
I’m ashamed of my own sex!
I will never buy this product!
Sorry I have seen the ad several times and each time it has the same effect on me, just comes across as distasteful and tacky. I get what you were trying to do but having young girls exposed in such a way just comes across wrong. Epic fail in my opinion!
Fabulous! Time… High time all this was demystified once & for all! Congratulations! This is real and speaks to the girls and women of Australia.
These adverts are tacky! Did I put it up the wrong hole? WTF were not morons even at 14.
I seriously think people need to calm down! It’s a light hearted take on the pressures and thoughts that go through our heads come that time of the month. Any dancer who performs while on their period is afraid if it poking out, when in a precarious situation with a guy of COURSE were going to think about our periods if it’s that time of the month. It’s an easy way to relate to the women and girls around Australia- it is real so to not have something like this on tv because it’s “embarrassing” is ridiculous! Underwear is embarrassing but were more than happy to watch bonds and Victoria’s Secret adverts. Lighten up people!
Everything about the current ad is degrading to females – googling did she put it in the right hole…really!!! I’ve never complained about anything before but this is so outrageous, it sickens me and I think if this is the sort of material your advertising crew come up with then it’s time to find a new crew.
Argh, I don’t like this ad at all … Its very tacky and highly embarrassing when watching it in the company of males. I don’t see the need for intimate details being broadcast. Those issues dealt with on the ad are secret women’s business, to be discussed in privacy with your friends and family. Seems like there’s almost no bounds left with what we see on TV … It would be nice to retain a tiny bit of innocence/dignity in this overtly sexual world.
Is nothing sacred! I went to see a movie today and saw this ad on the screen, so embarrassing. I felt ashamed to be female. Females have been having periods since Eve – perfectly natural and necessary bodily function (for pro-creation) but it belongs in the bathroom not on a tv/movie screen to be seen by all and sundry. I consider the screening of this ad, offensive.
Your ad is distasteful. The JNJ justification is ‘ the realities of tampon use might be uncomfortable but were a normal part of life for women’.
Well using their reasoning butchers should should show cattle being slaughtered, butchered, minced, cooked and served.
And alcohol and drugs services should show the real gory details of the effects of drug and alcohol use…physical, abuse, broken lives, death… whats good for JNJ and CareFree should be good for all.
SO someone let the Media censors know that they are no longer required as its all part of life yes?
Very distasteful
Sorry Carefree but I find your promotion totally distasteful and totally uncalled for!
Some things need to remain private ‘between us girls’ and certainly not plastered across the TV screen.
As a result, I will no longer be purchasing your product and I will do all I can to boycott others from doing so as well.
Withdraw your advt!!!
I think this ad is in very bad taste. Women do not need to be seen in this way by brothers, boyfriends, fathers. Give us some dignity and privacy over these issues. Disgraceful Carefree. I for one will not be buying your products anymore.
Very distasteful….watching this on TV in company with my friends & their husbands…very embarrassing for everyone….some things need to stay between the girls
These new adds are really the worst and most disappointing I have seen. Is there no respect and discretion left in this world. Shame on you all. I will never use your products again.
Very very tacky ad. Very poor taste. As Sydney Poiters character said in To sir with love “there are some things a lady keeps to herself.” Information is great to have, tasteless commercials are an embarrassment to everyone.
These new ads are appalling!!!! I totally agree with the other comments. As if we need need this advertised!!!!
Seriously what were you thinking when you came up with this idea?? The money you have wasted with this advertising could have been used for something worthwhile than worthless!! What a joke! Pull the plug.
The advertising campaign is extremely distasteful, so much so that I have lodged a formal complaint with the Advertising Standards Bureau.
In my view these Carefree commercials have crossed the line.
Really??!!! This is the best you could do? How incredibly disgusting. I never need to watch this ad ever again. I can’t even buy carefree products now with all these visions in my head.. I agree it’s ok just to keep things between girls. I have never seen an ad with the opposite effect to what there aim is but you have managed to do this. Erggggg, yuk!
Appalling advertising. Unnecessary advertising. Never known anybody not know where the tampon goes! Put it where the blood is coming from!! Unrealistic campaign. Take it off air would you.
I don’t mute the TV, I turn it off when the latest carefree tampon ad comes on. I find it gross and cringe factor and I don’t class myself as a prude.
As soon as this ad comes on I change the channel – the most disgusting ad I’ve ever seen and can’t understand how it was ever allowed to air!!!!
OMG!!! Advertising cannot go any lower where are your morals, respect, decency etc etc towards women.
You are exploiting the female race through using young girls wanting to earn a dollar. Disgraceful, disgusting, unnecessary, what has happened to the raters? obviously not women.
@Kay. For some of us this was reality!!! They don’t always get help from another female or for various reasons are unable to ask. I think it is empowering. Get over it people. Girls/Women menstruate and bleed monthly. It is a natural bodily function and should not be made into such a taboo subject. Rant over. Thank you. The end.
Do we really need this ad? No i don’t think so, while i am sitting next to male company and this comes on its embarrassing, we have the internet for those who don’t know where to put it, we have mothers, sisters, aunts, We don’t need this to come into our lounge room, women over hundred of years have worked it out we don’t your help!!!!! dah!!!, so we are expected then to turn the channel over, so what if its aired on all the channels, What i don’t get to watch TV!!
Do we see ads of males wondering how to cope with an erection! yes this is natural also or how to put on a condom. What the hell is the world tuning into. I don’t want this in my lounge room, its not nice listening to girls asking how easy the tampon is to use. Carefree is your name and your now certainly living up to it. There is not even a warning, some people who work late, eat late and sitting there eating my dinner and on comes this ad with a girls legs in a split and a Sanitary pad hanging out. Seriously disgusting.
I would like to see women everywhere boycott carefree products and how can we start a hate this add campaign on Face Book maybe
I have never made a complaint about an advertisement before, but I have to say the carefree ad has crossed the line well and truly when it comes to bad taste. I too,now change channels when that poor excuse for honesty and creativity intrudes our home. I shall never again purchase any carefree product again and will discourage all my female friends to do the same.
Considering many young ladies are sexually active from their early teens, to insinuate that the majority are scared of a tiny tampon being inserted is out of touch with reality, to say the least, totally unrelatable
Absolutely disgraceful advertising …. It’s so embarrassing for my young teenager to sit in the room with her brothers when this add comes on ….. It’s just not necessary , it’s uncomfortable for all to watch ! We women deal with enough without this type of tripe !
I’m mortified by these commercials there’s no need for it. I have two boys 11 & 12 and having an 11 year old asking me if it’s possible put it in the wrong whole and what other whole is there.
I find the commercials crude and unnessasary.
I believe these commercials are offensive on there own little own the questions they pose to children watching them
There are terrible commercials, this campaign is a terrible idea!!!
I am a carefree user but I will be buying a different brand from now on. I cannot believe you people at carefree think the ads will work!!
I have 2 sisters and we all feel the same. You just lost 3 customers!!
This campaign instantly shocked me and my three friends. After each one of three ads that we saw during an evening we discussed how inappropriate and unnecessary they were. Realising we also had no recollection of the ad that was on after each of the Carefree ads. Those companies who advertised after should be asking for a refund! A school girl portrayed as a minor is on the internet talking about sticking tampons in holes. A cheerleader portrayed as a minor has her legs spread with a pad sticking out. Yes this is taboo. This is softcore kiddy porn. This should be banned from TV!
The ad is in bad taste, and should you be unfortunate enough to be watching the channel as it airs on, in mixed company : ie with visitors or guests, it definitely leaves you cringing. I’m all for women’s rights and our freedom to be ourselves, however, this ad takes things too far. It completely breaches any faith and trust a consumer would put in a tv channel. To flash images of women in throes of menstrual discomfort and contain flashbacks and episodes of embarrassment that various women have experienced over time is one thing. Sure, we all go through that, but then to contain montages of women talking about slipping tampons ‘in and out’ or making out in the back of the car with her boyfriend while she had a pad on- or, this takes the cake- a gymnast doing a 180 degree split, with her sanitary pad sticking out, is just too much and leaves you balking. Having two teenage sons, I have had ‘the talk’ with them about women’s health and ofcourse, how our bodies function. This ad ruins family television and any sense of relaxation one might derive from watching a program together, on the chance this ad might pop up and completely ruin the cosy atmosphere of a family environ.
This ad came on at 6:30pm last night, with my 11yr & 5yr old sons in the room. Now while it may have gone over the 5yr olds head…..it certainly didn’t go over the 11yr olds. seriously? What a disgusting filthy ad! As if it is not traumatic enough for a 12yr old to get her period for the first time and cope with it and wonder what it is all about without “wondering if she put it in the right hole”. I don’t buy tampons because of TV advertising, I buy them because I need them! If I am at Aldi, I buy the Aldi brand, if I am at Coles or Woolworths, the only thing that really sways me is which packaging is prettier! GET IT OFF OUR SCREENS!!!!!
I thought this commercial was great. Watched it with the family and it started a great discussion and learning experience. We also told some stories and had a laugh. Good job carefree!
Yep pretty sure we all now periods are real. I do not see why we have to go over the top with descriptions on how women deal with them. Ridiculous ! Sitting in front of the TV with younger children, and teenagers in particular boys is completely embarrassing as a parent, as a women and must absolutely be awkward for them. Why don’t carefree advertise the ” real ” period dramas in women’s magazines where they have full access to the target market.
Not buying carefree again.
I made a complaint about carefrees other advertisement in 2012 when they for some reason had to describe ” discharge ” on national TV. Sorry Yuk !!!
Seriously !! Go away Carefree ! Not funny ! Just too much information !
We don’t like these ads, we don’t need them, girls know it all, boys and men don’t want to see this every night nor does Grandma and Grandpa! They are just so old school.
These ads are hilarious! In particular after seeing the clip of the girl with the pad sticking out in the photo, something clicked with my son and he realized that this one family photo we have hanging on the wall was the same situation! We were all on the beach in our swimmers and my son pointed out that you could see the string from my wife’s tampon hanging out. We all had a good laugh at her. Its going to be a long time before my wife lives this down!
Love it. I laugh every single time. I don’t quite understand why people are so uptight, periods are a fact of life for women and yes, it was awkward and uncomfortable in those early days. I identified with a lot of these scenarios and it was so nice to see this dealt with a bit of humour. Well done Carefree.
Such a stupid add that is so inappropriate and embarrassing . My 11 year old son saw the add and asked what tampons are used for and was totally disgusted by the add . I am scratching my head as to what this add is trying to get across …. Some things are personal and should be left that way . If parents don’t discuss these products and uses to their daughters then “aunty google ” is always on hand to help . It should not be left for an advertising business to portray this . TOTAL TURN OFF …..GET IT OFF THE AIR !!!!!!
Against this add rules from all I have read. Companies today have Written policies and procedures for everything and Carefree have to be in breach of something with these adds. There needs to be a Lawsuit against them under Child Protection and Gross Neglience in what they are teaching young female children. For example do we teach them to be sexually active with a boy during menstration NO but your add is telling them that. We are trying to teach young girls MORALS. What age was the girl you used sitting on the toilet holding a tampon and then paying her to say “the idea seemed so strange to me -shoving that up there” .Shame on the parent for allowing that as well. Companies wanting you to buy their product should be saying we care about you NOT want to degrade, embarrass and demoralize you. WHY has nothing been done. Their next add should be an apology.
I was so absolutely mortified the first time I saw this ad with my 12 year old daughter who has just started menstruating. So shocking was the experience that neither of us could remember even what brand it was. I had to Google to find out!
The second time we saw it we changed the channel immediately. I cannot remember ever seeing a tampon ad on TV before, let alone one so horribly graphic. I truly hope it is taken off the air for everyone’s sake. I don’t know anyone who likes seeing menstrual products advertised on TV, it’s embarrassing for everyone watching. I’m surprised that TV ads are any way effective for selling tampons and pads as most people absolutely loathe them, especially women.
The worst add I have ever seen. Portraying beautiful young Australian girls as total dumb bimbo’s, who are so stupid they don’t know what to do or how to look after themselves during PMS. Which hole does it go in, try your mouth and shut up and get this trash off TV for the world to see. Maybe we should start banning the products of these companies that are advertising in this manner, how low should you go to sell a product. Wake up people.
Awful. How can this ad be taken off TV?
I’m a 24 year old female with an open mind but the new ad is distasteful and offensive.
Watching tv with my partner and/or father in law when this ad comes on is uncomfortable and embarrassing! Periods are not taboo but they are PRIVATE! Exposing the embarrassing experiences we have all had with our period is plain wrong!! I won’t be buying your products again!
Totally unnecessary just another way to demean women in the media. If you think this is appropriate maybe you have been hanging around male ad executives for too long. Any female I have spoken to no matter what age is appalled and feel that it should not be on air.
You are not a part of the sisterhood oh thats right you work in advertising now that explains it. You make me sick.
Shock at any cost no matter who gets hurt.
DISGUSTING
we now really have no respect for ad execs particularly the female kind ugh you are wrong
Disgusting and embarrassing!!!!
Just another way to demean women your male counterparts must have been so proud YUK all in the name of money
I think everyone has said it all.Take the ad OFF TV CAREFREE!!!!!!!!
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LOL at Becca finding the ad ’empowering’! How exactly is referring to a sensitive part of a woman’s anatomy as ‘a hole’ empowering? Do tell!
I have purchased Carefree products over the past 15 years, after viewing this highly offensive advertisement I now purchase Libra.
This is a very sensitive subject for young women, if I was late teens and this advertisement aired whilst watching television with my family I would be mortified.
Hate adds wont buy carefree when u have adds like that
Having a 12 year old daughter. Real nice when eating dinner and a add like that comes on her face goes bright red and has to leave the table and that’s just infront of her brothers and father.women know what they need or want no need for add.adds just turn me against product..this is another crap one like keep ur knickers nice..I and my daughter will use Djour
Wow I didn’t realize the women of Australia were so conservative about something half the population has shared and experienced.
HOW IS THIS DEMEANING !? IT IS REALITY and a reality we need to share with guys around us to help them understand the things we go through. I think you’ve all missed the point of the ad, this is about normalizing periods and not making them an awkward thing for women and men.
Why don’t we want our fathers, brothers, boyfriends seeing this, it seems very malecentric to be caring about what men think about our periods no ?! Yes we can have our privacy but privacy should not be linked with a sense of shame, awkwardness and embarrassment about our bodies.
It’s 2014 !!…good on ya Carefree for normalizing and making light of period !!
I am a very opened minded lady and so are my family, but this ad is unnecessary! The way it portrays young women is pathetic! We all know where not to put a tampon, so why is it necessary to have in your ad about putting it the wrong hole???? That’s just plain offensive and stupid! My husband especially cringes when that stupid ad is on! Take it OFF air! It’s not funny or informative! Most young women know their body enough to know where they are menstruating from!
‘I’m not a prude but..’
Sounds a bit like the old ‘i’m not racist but’ excuse.
The only reason why young girls or women in general are made to feel embarrassed about the subject is by social conditioning which tells women periods are something they should feel ashamed about. It’s not like the ad is encouraging a ‘period pride parade’ just to get ppl to realize that these stories are normal.
Agree with MIIky- why should we be so malecentric? Guys should get over it.
Sure, the execution is a bit clumsy but I’d prefer to see this kind of messaging over the ‘he’ll never know’ crap we’ve been used to.
I completely agree with Carly Barly. What these ads lacked in execution and finesse they more than made up for in producing a message that differentiate them from the other products and speaks directly about an ordinary bodily function that 50% of the population deals with. Its not all about white clothing and playing sport.
There are plenty of ads out there that speak about specifically male issues – think erectile dysfunction – and that should surely be far more confronting to discus with children than periods! Add to that that girls are getting their period younger and younger, anything that removes the fear of asking questions, and not feeling like you are the only person who has had that awkward situation happen to is a great thing.
Also, it wouldn’t be such a bad thing if the males in the world understood a little more the worry that can come with periods and to help us all be a little bit more sensitive. Not everyone has a trusted female to talk to, or even if they do, someone who is willing to answer all of the questions they might have. We shouldn’t put those girls down who have to google those things because they don’t have anyone to help them.
I think everyone should take a good hard look at themselves. Reading through these comments makes me angry. This ad is the absolute reality for so many girls and so many girls don’t have ANYONE to turn to to discuss these things. By putting it on TV it gets rid of the taboo surrounding periods and will help those girls feeling scared and alone realise that they are not alone at all and that what they are going through is normal.
All of you saying, “I’m not a prude but…” – you are totally a prude, or close-minded, or just plain ignorant of what a teenage girl goes through.
Thank you to all those people who support and understand this ad.
Rant over!