empty empty page for downloading other elements lol :PBodyform released its "viva la vulva"

campaign. As Cidny Gallop summed up the feeling of many people seeing this campaign: "When
I say advertising can change the world, this is what I mean". The cultural power of the ad has
been recognised in the UK at the Cannes Lions Festival when the ad picked up prizes including
gold for creative strategy and health and wellness.

"Viva la vulva", musical about "vulvas" faced many problems as the critics described it as money
grabbing and virtue signalling prop to garner more popularity among female costumers. This did
not discourage the brand to stop on breaking taboos around women's bodies.

The road to success of "Viva la vulva" began when Bodyform or Libresse decided to change their
marketing and adress several isusses that they perpetuated such as stereotypes about women.
This began with new market strategy in 2012 "Live fearless" which aimed at "inspiring women to
overcome insecurities and self-doubt that hold them back". During on of the interviews global
brand communication menager for Bodyform said that they tried to bring varius adverts to bring
this messeage to life but none of them quite stuck.

This changed in 2016 when they relesed "Red.Fit" campaign. This campaign tackled the taboo
subject of periods in sports by showing women getting period during activites and ended with a
tagline "no blood shoud hold us back".

The success of this campaign correlated with the start of the conversations on this subject in the
media. This led to vocal support and negativity for the ad from both sides of the arguement.

Publiscity that the ad recived led Bodyform to relese its new campaign "blood normal" in 2017.
This ad campaign turn out to be successful and won major awards among them Glass Lion Grand
PRix in Cannes.

Last year further motivated by the success of the previus campaign Bodyform began their new
campaign "Viva la vulva".

"Viva la vulva" when compared to its predecesors did not achive as much success mainly due to
the censorship that the campaign achived mostly on the internet. This is due to the
decentralized approval policies that Facebook and Google use. Because of that The ad had to be
reviewed and approved in every single market where it was posted. This led to banning of the
campaign in every signle contury in which it was posted.