If you've been following the ongoing (and commendable) war against gender-fueled stigmas in advertising, you know the name Essity.

The company of feminine care brands like Bodyform and Libresse has been behind some of the best—not to mention most provocative—marketing in recent years, via campaigns like #BloodNormal, Viva La Vulva and Womb Stories.

Now the company and agency partner AMV BBDO are back, and their newest menstruation-focused work strips away shame and replaces it with artistry.

Check out the work announcing the new Intimiwear line of period underwear here.

While remaining as unapologetic as ever about women's bodies, the ads also take the once forbidden visual of blood and turn it into a truly lovely and powerful form of animation.

What are some of your favorite stigma-busting campaigns, either recent or from earlier in ad history?

Let me know at the email below or at @Griner on Twitter.

David Griner
International Editor, Adweek
David.Griner@Adweek.com

Dive deeper with an Adweek+ Subscription, your key to the inside scoop on the marketing and advertising trends and reporting that guide the world's top brands

The beauty brand creatively infiltrated casting efforts

Level up your career and gain a strategic and tactical understanding of how to create value through brand strategy. Sign up for the Adweek and Section4 Brand Strategy Sprint taught by Professor Scott Galloway. 

Limited space remaining—claim your spot.

Colorful ads for Physicians Mutual spread joy while busting stereotypes

Put down your pitchforks and bring on the empathy

R/GA's Jai Tedeschi chats with the 4A's Simon Fenwick about systemic issues rooted in organizations

Stunt by Elvis and Carat continues brand's 'Golden Goobilee' campaign

Multiple brands sought to address inequity in March Madness