uA new campaign dedicated to freedom of women and against i taboos related to women. The idea is of EssitySwedish multinational leader in the hygiene and health sector, with the brand Nuvenialaunch the Free to Move campaign which will host 6 sports champions over the course of six appointments that will be aired on real-time (channel 31) e Food Network (channel 33), channels of the Warner Bros group, Discovery, on the site nuvenia.it and the brand’s social channels. Because “Those who are used to breaking all records are ready to fight every taboo: in perfect Nuvenia style”.
Free to move to break down taboos
A witty game to inspire all women. The concept consists of a simple game in which, one episode at a time, the protagonist athletes answer some direct and intimate questions posed by the cards they will have to choose from. Each card hides a different question, including the one with the unmentionable taboo.
But the athletes will be able to respond in a safe space, the one that Nuvenia has been able to build, brick by brick, thanks to its now iconic campaigns designed to support women and make them feel free to embark on any project or enterprise they dream of.
The 120″ format, innovative and engaging – conceived and directed by the integrated communication agency Next14 with a media strategy led by Zenith – will allow the athletes to tell their stories inside the Nuvenia living room, symbol of the stage of the challenges won and the moments of vulnerability that have made these women true champions. The episodes will be on air on Real Time (channel 31) and Food Network (channel 33), channels of the Warner Bros group, and Discovery starting from Monday 19 June, from Monday to Friday from 7.30pm, with repeats in the lunch slot and new episodes in September.
Libera di Muoverti is part of a campaign, on the television channels of the WarnerBrosDiscovery group and on Discovery+, in support of the Nuvenia line of protectors which, thanks to Cour V technology guarantee maximum freedom, in every movement. Each Nuvenia pantyliner is as breathable as cotton underwear and absorbs instantly to keep you cool and dry. Its slim design adapts perfectly to the shapes of every woman+ for daily comfort and constant care of the V-Zone.
All women have the same rights
The protagonists of the Nuvenia campaign “Free to move” they represent all those women who, in love with challenges and their passions, have become champions. Free from prejudices and clichés, they are athletes who set an example of expressing themselves, their strengths and weaknesses, overcoming taboos.
«When we talk about freedom of movement we also necessarily talk about sport», comments Michela Marabini, Marketing Manager Intimate Hygiene. «This world, seen from the female point of view, confronts us with new taboos to fight together. We have choosen you are strong and courageous womenbut above all free, who, by conquering the most important goals, have fought against the prejudices linked to purely male contexts».
An example for all women, without taboos
“We are very proud to give them a voice. The serenity with which they have opened up publicly is certainly an example for all the girls and women who find themselves facing seemingly insurmountable challenges. Being free to move means having the certainty of being understood and, at the same time, having the strength to express yourself at your best in every context, even the most difficult. When it’s time to make ourselves heard more we have to do it, when we have to take the field (any field) we have to feel supported, and Nuvenia wants to give all the possible tools to make this happen», adds Michela Marabini.
Who are the 6 protagonists chosen by Nuvenia
Danielle Madam Weightlifter. Five times Italian champion she lives sport and her body as an instrument of freedom. It is thanks to her athleticism that she has overcome the most difficult period of her life. Her story is a continuous challenge to give voice to the rights of all those who live in difficulty.
Vanessa Ferrari, Gymnast. Olympic champion and winner of all the most important circuits. Vanessa has overcome illnesses and injuries always returning to win by learning to listen to each other and to find her balance, especially in flight.
Antilai Sandrini, Break Dancer. Antilai can’t stop winning, whatever discipline he tries. She is the current Italian wushu kung fu champion, but she is also a champion in Break Dance, the discipline that is gaining great visibility right from its inclusion in the 2024 Olympics, for which B-girl Anti is preparing.
Arianna Talamona, Paralympic Swimmer. She silver in the relay swimming at the Tokyo 2020 Paralympics. She has a degree in psychology with a thesis on Disability and intimate relationships: the perception of couples with disabled partners.
Laura Lugli, volleyball player. His battle has gone beyond the boundaries of nine meters and has reached all Italian homes. Thanks to its history, the rights of athletes who want to become three mothers are now at the center of a political debate.
Alice Bellandi, Judoka. She, a world champion, has spoken publicly about her bulimia and depression problems that she has faced with courage and determination, closing a chapter of her difficult life. Before the Tokyo Olympics, she came out by introducing her girlfriend to everyone.
Passions and everyday life
An opportunity to talk about sporting passion but also about everyday life: how important it is to feel protected, safe and free to live each day to the fullest and with serenity, to talk about the relationship with your body, the taboos associated with this topic, perhaps with men coaches.
«We are happy to have worked with Nuvenia for the realization of this project which confirms how storytelling is one of the most effective tools to be able to tell the values of a brand. Values that today are the true distinctive element of any brand that wants to speak to its consumers. Nuvenia has always been able to enhance its values and speak not simply to its consumers but above all to women, all of them!», declares Matteo Scortegagna, New Business manager and Co-founder of Next14.
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