Studio Taboo
22,300,000 Earned Reach
9,000,000 Views on Videos
71.2% Video Completion Rate
130.000 Post Engagements
Client: Essity
Role: Art Director
Agency: Prime Weber Shandwick
Menstrual cramps, heavy bleeding, wetting yourself because of a sneeze or not leaving the sofa beacuse of joint pain is not something most people want to talk about.
But in Studio Taboo we meet 8 individuals sharing their unique stories about their personal conditions, and the physical and mental barriers they have gone through.
Because millions of people share similar experiences and it’s of most importance that we dare to talk about these conditions and issues in order to break down the taboos and stigmas surrounding them.
Throughout the stories, we showed Essity’s insights from their global Hygiene and Health Survey 2022, with data from 15 countries included.
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The product table had two-four products to pair with each condition that can help and ease the everyday life for the sufferer. Stigmas don’t only revolve around the condition itself but also around buying or using the needed products.
Mona the host had met neither of the participants prior to the shoot and were asking questions in order to try to ”guess” who suffered from what condition, and in the next step she tried to pair the right product from the product table with that person/condition.
Personal Interviews
Each participant had a individual interview where they were asked questions about their life, how the condition had affected them, any lessons learned or what they would want to share to people in similiar positions or people living together with someone suffering.
Åsa was diagnosed with premature menopause in her twenties and struggled for years with severe symptoms.
Peter has been experiencing involuntary urine leakage after he was circumcised some years ago.
Melvin has been suffering severe joint pain in hands, fingers and knees as side effect of his leukemia chemotherapy treatment at age 12.
Susanne was after 8 months of medical investigation diagnosed with chronic wounds as result of severe eczema.
Greta has been suffering from heavy menstrual bleeding from the day she got her first period at age 9.
Hanna has been dealing with involuntary urine leakage since the birth of her first child.
Leila has for decades been trying to find the cause of her medical suffering and finally got diagnosed with endometriosis.
Sofia has been suffering permanent tissue swelling after she became severe sick with fatigue syndrome years back.
Personal Stories
Studio Taboo was the first time for many of the participants where they opened up about their situation to any other than doctors, making it very special to be a part of.