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[Section 1] Saba Saba is a brand of Essity, specializing in products for period and daily intimate care. Saba is a global brand, operating under a number of different names in local markets - Bodyform, Nana, Nuvenia, Libresse, Nosotras, Saba, Libra. [1]

Essity (formerly SCA), which is the parent company of Saba, was founded in Sweden in 1929 by Ivar Kreuger as a paper packaging company. The company is a global hygiene and health company, conducting sales in approximately 150 countries !with a mission to improve well-being.! [2]

[Section 2] Brand purpose According to their website, their purpose is to break V-Zone taboos to free women from stigmas. [3] Their brand platform is called ‘Live Fearless.’ [4] This year, 2023, the brand is in the process of updating its identity, starting with its logo, to move away from the pink bows and sparkles that perpetuated category stereotypes and towards a brand identity that better reflected its taboo-breaking purpose [5].

[Section 3] Products Saba creates a range of products to support period and daily intimate care, from pads, liners, washes and wipes. The brand has announced that during 2023 they’ll be releasing period pants. Their products provide protection across a range of flows, fits, and needs. [6]

[Section 4] ?Marketing Over the last several years, Saba has made a name for itself with its taboo-busting advertising campaigns on topics surrounding women’s bodies and health [7]. The brand often uses creativity to subvert shame and break down stigma, in line with its purpose [8]. Given that these campaigns push boundaries and contain intimate moments, several have caused some controversy at launch. Despite having to work hard to overturn media bans and get their films broadcast, Saba has shown how empathy can rid women of shame and make them feel understood. The campaigns have moved and inspired many, and have been awarded at shows like Cannes including honor like the Glass Lion, which promotes positive cultural change affecting gender inequality and imbalance. [9,10,11,12] In 2018, Saba showed red period blood in their #bloodnormal campaign for the first time ever in advertising. The campaign included a range of other activations to get period blood more seen within culture. [14,15]

In October 2021, Saba launched #wombstories, a global campaign designed to shine a light on the unheard, unseen experiences of what it means to have a womb: the complex rollercoaster of love and hate, pleasure and pain. The campaign touches on a number of different experiences - endometriosis, menopause, miscarriage, IVF, first periods and invites the audience to share their own #wombstories. [18]

The brand then followed with their taboo-busting activation called #painstories, which was created to help tackle the gender pain gap. Using real, visceral descriptions of endometriosis, Saba created a tool called the Pain Dictionary to help sufferers recognize and express their chronic pain.

[Section 5] Project V Project V is the name of the change-driving initiative launched by the brand in 2020 to support the well-being of women across the world. As part of Project V, the brand is committed to listening to its audience - they have an ongoing research helping project, designed to better understand taboos, called the Global V-Taboo Tracker. They also represent diverse experiences in their communications and support women’s intimate health by partnering with charities and NGOs.

Project V is an Essity’s global initiative and brands across the world, including Saba, have been taking part:

In Colombia, Nosotras education program is helping young girls understand how their bodies and minds change as they grow. The campaign has been running for 35 years, reaching 1,500,000 girls every year.

In Mexico, Saba is working with schools to help young girls open up about taboos like menstruation and pregnancy in adolescence.

In China, the brand partnered with the Alibaba Charity, donating 30,000 products to female medical workers, with an additional 6,000 going to hospitals in Xiaogan during the COVID-19 pandemic.

In the UK, Bodyform successfully campaigned for broadcast authorities to overturn their ban on allowing period blood to be depicted as red on broadcast TV.

In France, the launch of their campaign ‘Viva La Vulva’ saw over 10,000 petitions for a ban, sparking the even bigger #JesoutiensNana movement to defend the campaign.

In Italy, the Essity team participated in the Round Table Conference with the Minister of Gender Equality, aiming to break barriers on Menstrual Hygiene. [19]

[Section 6] Sustainability Saba has been working with Life Cycle Assessment (LCA) since the early 1990s to assess the potential environmental impact of their products through the entire lifestyle. Their goal is to reduce the brand’s carbon footprint by 30% by 2030.

The brand has been working to reduce the environmental impact in its new products through smart design and materials. For example, their pulp suppliers use wood fibres that come from carefully managed sources.

Saba has also been focused on cutting down waste. They’ve been making their products thinner and reducing their packaging in order to do so.

In 2023, the brand will introduce a line of reusable period pants in a push towards more sustainable and environmentally friendly products. [20]

[Section 7] Women+ In 2021, the brand started using the term women+ to refer to its audience. By adopting this language, they strive to include anyone who uses their products. The + sign is intended to capture people beyond just self-identifying women [21]

[Section 8] Sources

[1]https://www.mysaba.com/

[2] https://www.essity.com/company/essity-at-a-glance/

[3]https://www.mysaba.com/our-world/project-v/

[4]https://www.marketingweek.com/bodyform-aims-to-empower-women-with-live-fearless-campaign/

[5]https://creativepool.com/interbrand/projects/libresse-power-to-the-v-for-essity-femcare-libresse-also-known-as-bodyform-nana-nosotras-nuvenia-and-saba

[6] https://www.mysaba.com/shop-our-products/

[7]https://www.creativereview.co.uk/libresse-ad-womb-stories/

[8]https://www.campaignlive.co.uk/article/praise-vulva-bodyform-amv-used-creativity-subvert-shame/1663234

[9]https://www.lbbonline.com/news/viva-la-joyful-rebellion-and-la-vulva [10]https://www.ccn.com/nearly-nsfw-viva-la-vulva-ad-triggers-prudish-outrage-in-france/ [11] https://www.huffingtonpost.co.uk/entry/bodyform-redfit-campaign-periods-in-sport_uk_575175abe4b0b23a261a286b

[12] https://www.huffingtonpost.co.uk/entry/bodyform-redfit-campaign-periods-in-sport_uk_575175abe4b0b23a261a286b

[13]https://www.lbbonline.com/news/how-immortal-winner-blood-normal-changed-society-and-changed-advertising

[14] https://www.flare.studio/foundation-projects/blood-normal-bursary/

[15]https://www.lbbonline.com/news/bodyforms-viva-la-vulva-campaign-launches-in-the-uk

[16]https://www.creativereview.co.uk/viva-la-vulva-bathroom-takeover/

[17]https://www.independent.co.uk/life-style/women/bodyform-womb-stories-periods-taboo-stigma-advert-a9599346.html

[18]https://www.campaignlive.co.uk/article/bodyform-reveals-painstories-break-silence-around-endometriosis-womens-pain/1708769

[19]https://www.mysaba.com/our-world/project-v/

[20]https://www.mysaba.com/our-world/our-eco-promise/

[21]https://www.mysaba.com/our-world/project-v/ ElAutobus05 [?] (talk) 16:17, 3 August 2023 (UTC)Reply