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High Five: Uncomfortable Truths

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Susana Pérez, ECD of Proximity Madrid, picks out a selection of campaigns that aimed to push people out of their comfort zones and test some social boundaries

High Five: Uncomfortable Truths

Here are my five favourite campaigns that moved me inside. They are courageous campaigns from brands that dare to speak out about uncomfortable truths - truths that need to be made visible and normalised...



Bodyform / Libresse - 'WombStories'

Agency: AMV BBDO

Stories of the pain caused by endometriosis. Dismantling the false myth that menstrual pain is a normal thing.



Pikolin - 'Danielle and Rosa: Unretirable'

Agency: Oriol Villar


A simple recognition that sex exists among the elderly, something that nobody talks about and embarrasses us. A campaign that starts a conversation about a taboo subject, and treats it as something natural.



Tena - '#LastLonelyMenopause'

Agency: AMV BBDO

It never ceases to surprise me that in this day and age, there should be so much ignorance about what the menopause means, and its physical and mental effects on women.



Freda - 'Cycle by Freda'

Agency: McCann Erickson Madrid

Menstruation is more than just a feminine phenomenon. It’s a human phenomenon. The world is no longer binary, there are many nuances. I think it’s very brave to create a product for all of the people who menstruate.



The Dream - 'Today's Heroes'

Agency: DDB Spain

Talking about the abuse that exists in sport brings a taboo subject out into the light, a subject nobody wants to see but which we need to make visible if we are to end this type of abuse somehow.

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BBDO&Proximity Spain, Wed, 26 Oct 2022 11:30:05 GMT