HONEST MODERATION FOR LIBRESSE

Moderation & Community Management for Libresse Ukraine on Instagram

#design #moderation #paid media #social media #strategy

Libresse is an international feminine hygiene brand that consistently addresses topics of the body, menstruation and women’s lived experiences without taboos. The brand’s communication often touches socially sensitive issues and sparks public discussion.

Sasquatch Digital has been working with Libresse since 2015.

GOALS AND TASKS

online tasks

offline tasks

The primary goal was to create a safe, honest and well-managed space for discussions around topics that are often stigmatised or provoke aggression.

Our Objectives

1. Protect the community from hate speech.
2. Support open discussion without censoring lived experience.

3. Establish clear communication rules.
4. Maintain trust in the brand.

1. Support the brand’s social stance and its messages around normalising women’s experiences.
2. Amplify the social impact of campaigns.

3. Reduce stigma around menstruation.

TARGET AUDIENCE

Women of different ages, as well as a broader online audience interacting with the brand’s content. Part of the community includes people with conservative views or low tolerance for topics related to the body and physiology, creating a higher risk of toxic comments.

COMMUNICATION IDEA

Do not smooth over sharp edges — call things by their proper names. Show that blood is red, experiences are real, and respect in the comments is mandatory.

CONTENT

Content about menstruation and women’s experiences regularly sparked active discussions.

Moderation included:

1. rapid responses to comments;
2. filtering hate speech;
3. explanatory replies without aggression;
4. maintaining a balance between freedom of expression and community safety.

FEEDBACK

The community perceived the brand’s stance as honest and consistent. Users supported the brand in the comments, engaged in discussions and often self-moderated the space by referring to the community rules.

RESULTS

0

reputation crises

100

comment control, %

1.2

average ER, %

137

average comments per post

2084

requests processed in 2025

all cases