Carefree attempts fresh take on femininity with ‘No one knows’ campaign via DDB Sydney

Carefree is attempting an authentic take on femininity in its new campaign launched today, ‘No one knows’, via DDB Sydney.

The campaign embraces the vulnerability women feel when they have their period, and starts a conversation about the personal and sometimes secret ‘rituals’ women have to make themselves feel more confident.

The first digital only campaign for Carefree, it will run across five platforms over six months and kicks off with an emotive 90 second launch film.

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“In a category that’s known for celebrating warrior women, we chose to take a different path and allow real women to show us their vulnerable side,” says Carla Speering, Group Marketing Manager at Johnson & Johnson Pacific.

“Confidence comes from a very personal place. Our latest campaign ignites the pride and inner power of every woman’s femininity. ‘No one knows’ further strengthens Carefree’s position as the brand that celebrates individuality, giving women from all walks of life the confidence to be who they are.”

DDB Managing Partner Kate Sheppard said the campaign aims to share ‘secrets of the sisterhood’: “No woman is the same, no period is the same, no feminine ritual is the same, but we are all united by the things we do to make ourselves feel more confident,” Sheppard said.

Michael Barnfield, DDB Sydney Creative Director, said a diverse mix of real Australian women were shot in a doco-style approach, to capture the most authentic stories: “The result is a modern and refreshingly truthful take on female empowerment. We think the everydayness of what our talent shares with us has the potential to connect with our audience in a more powerful way than the alpha female stories we are used to.”

DDB Sydney

Emma Thurlow, Marketing Manager, Johnson & Johnson Pacific