With Bodyform unafraid to tackle any backlash head on, it’s carved out a reputation as a brand that creates change, rather than one which merely talks about it.
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Speaking to Marketing Week about Facebook’s content policies, Martina Poulopati Gerhard, global marketing and comms director for Bodyform owner Essity, said: “If we cannot bring a positive message of empowerment for women in the media, what world are we living in? We allow violence, rape, crime and blood to be splattered all over mainstream TV stations and that’s OK.” According to digital marketing agency Sookio, the campaign generated a strong reaction on social media platforms, seeing 1.2k retweets and 3.4k likes on Twitter, and over 1.1.m views and 54.6k likes on Instagram.īodyform has previously worked to break down taboos within its advertising, choosing to depict real blood in its ‘Blood Normal’ campaign rather than use blue liquid. The campaign was created on the back of research which found that 21% of women feel society wants them to stay silent about their experiences, while 44% of women feel doing so has damaged their mental health.
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The ad features a series of animations that depict the goings-on inside six women’s wombs, interwoven with real-life footage of the outward experience. Normalising periods is part of Bodyform’s brand purpose, but the brand also goes above and beyond to shine a light on wider issues that affect women’s health.īodyform’s ‘Womb Stories’ campaign from 2020 aimed to do just this, highlighting the ‘unspoken’ truths about women’s physical experiences such as endometriosis, infertility, first periods, and menopausal hot flushes – and the impact that these can have on emotional wellbeing and mental health. According to CNBC, Nike’s Chief Executive, John Donahoe, sent a letter to staff promising to increase diversity within the Nike workforce, and outlining plans to commit $40 million to support black communities. Furthermore, events prompted Nike to look at issues within its own company. With many brands following suit with campaigns similar in tone and style – and even rival adidas retweeting the message – it was largely considered one of the most authentic brand responses. #UntilWeAllWin /guhAG48WbpĪccording to a study, the ad received a largely positive response, with consumers aged 16 to 49 perceiving it as more empowering than 98% of all other ads. Don’t pretend there’s not a problem in America. Putting a spin on its famous motto, Nike said: “For once, don’t do it. The campaign, created by Wieden + Kennedy Portland, involved a series of statements rolled out on social media channels. It’s not the first time that Nike has voiced its support of the Black Lives Matter movement, but unlike in 2018 – when Nike put out a carefully planned ad campaign featuring NFL player Colin Kaepernick – its response in 2020 was an urgent call for both consumers and companies to stand together in the fight against racism. Nike was one of the first big brands to respond to unrest in the US, following on from the murder of George Floyd in May 2020. With this in mind, here are some effective examples of brands taking a stand. Indeed, Kantar’s 2020 report found that 54% of consumers now expect brands to take an active role in social conversations about issues like #MeToo and racial injustices, with consumers also demanding meaningful action rather than empty solidarity. In support of the Black Lives Matter movement in 2020, Netflix tweeted: “to be silent is to be complicit”, summing up sentiment from both consumers and the world’s biggest companies. But while Pepsi widely missed the mark, it seems staying silent can also be damaging to brands, particularly when it comes to the issue of racial injustice. In 2017, the company faced huge backlash over an ad starring Kendall Jenner that appeared to trivialise the Black Lives Matter movement. Pepsi is a prime example of a brand that clumsily jumped on a social issue and fell flat on its face. As the report states, “the raison d’être of brands like Patagonia, Veja and The Beauty Counter is intrinsic, whereas campaigns from other companies might be perceived as opportunistic or insincere.” Kantar’s ‘ 2021 Media Trends and Predictions’ report offers a word of caution, however, as inauthenticity in this area can alienate consumers. EMEA/USA: +44 (0)20 7970 4322 | email: MenuĪccording to a Kantar study, 68% of US consumers expect brands to be clear about their values, while Millennials and Generation Z have the highest expectations of all age groups.
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