PERIODS, UNFILTERED

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 related to the body, menstruation and women’s lived experience — without embellishment or taboos. The brand’s campaigns regularly spark public debate.

Sasquatch Digital has been working with Libresse since 2015.

GOALS AND TASKS

online tasks

offline tasks

The primary goal was to create a safe space for honest conversations about menstruation in an environment of high polarisation and hate.

Our Objectives

1. Protect the community from hate speech.
2. Enable people to talk about real experiences.

3. Keep discussions open without censorship.
4. Support and defend the brand’s position.

1. Amplify the campaign’s social impact beyond social media.
2. Reduce stigma around menstruation.

3. Help normalise menstruation in society.

TARGET AUDIENCE

Women of different ages, as well as a broader social media audience engaging with content about menstruation.
Part of the community included users with conservative views, for whom explicit representations of menstruation were uncomfortable.

COMMUNICATION IDEA

Do not soften reality or hide physiology behind euphemisms. Show menstruation as it is — and protect the right to talk about it openly.

CONTENT

The campaign included visuals and posts with realistic depictions of menstrual blood. We selected photos of women of different ages and body types. Designers created handcrafted illustrations — both static and animated.

We addressed relevant women’s health topics, debunked myths and encouraged discussion.

FEEDBACK

The community actively supported the brand. Users defended Libresse’s position in the comments and called for respectful discussion. The campaign generated strong resonance without losing control of the space.

RESULTS

29

total reach of unique users, mio

8.5

page views, mio

50000

average video views

87000

likes

3000

4500

saves

5

increase in Stories reach, %

27

overall ER on Instagram, %

all cases