KUALA LUMPUR – Feminine hygiene product company Libresse Malaysia has pulled its advertising campaign following backlash from a government-based religious foundation.
The Muslim Women’s Council (Maya) under Yayasan Dakwah Islamiah Malaysia objected to the brand’s focus on the vulva.
In a statement on September 16, Maya claimed that Libresse’s advertisements feature suggestive imagery of female genitals, the use of which is a “dishonour to women”.
“To widely promote it as a motif on your sanitary pad packaging, a design on our national heritage of kebaya in your ‘V-Kebaya’ campaign, and as origami in your ‘Know Your V’ campaign are also considered exploitation of women’s bodies in advertising,” the statement said, quoting Maya chairman Safinar Salleh.
The statement concluded with a demand for Libresse to withdraw its advertisement immediately from all print, digital and social media channels.
Social media users took to Twitter to express their outrage over the entire situation, with many defending the feminine hygiene brand.
“It’s a shame to see these allegations. Through period education and art, Libresse Malaysia is trying to normalise what’s common to most women… periods and their vaginas/vulvas/labias,” tweeted Twitter user @AnnRavinther.
It’s a shame to see these allegations.
— ann ? (@AnnRavinther) September 18, 2021
Through period education & art, Libresse Malaysia is trying to normalise what’s common to most women… periods and their vaginas/vulvas/labias. #LibresseMenghormatiWanita https://t.co/Vaf74Yr0RS
The For Youth Initiative KL (@fyiKL), a Twitter account that holds weekly podcast sessions to talk about sexual reproductive health, took the opportunity to thank Libresse for its boldness in broaching topics such as the stigma around periods.
We love us some @Libresse_MY boldness in opening up more taboo topic on
— For Youth Initiative KL #SembangMalamJumaat (@fyiKL) September 18, 2021
✅our reproductive heatlh
✅no more period stigma
✅ no more hush-hush in talking about our vagina
✅ knowing what reproductive organs look like ❤️?
Libresse rules ? pic.twitter.com/d3J2IdUcDl
Despite the outpour of support for the brand and their campaign, there are plenty of dissenting opinions over social media.
Wardah Media, a local non-profit organisation, called for a boycott on Libresse products in a statement posted on its official Facebook page.
“The advertisement is indirectly promoting pornography. Can you picture what men’s imagination will see when they look at the motives on the flowers? Yes, they are selling women’s products, but is it wise to use private parts as cheap models to attract buyers?” said Wardah in the post.
Warak, a group under Ibnu Sina’s Medical Charity Organisation of Malaysia, expressed its disappointment with Libresse in a statement posted on its Facebook page on September 17.
“Freedom or liberalisation cannot be wrongly used by any company, and they have to respect the cultural manners which have long been upheld by our beloved country Malaysia,” said Warak chairman Radhiahtul Akmal Razali.
Libresse Malaysia then announced its decision on Thursday and explained its intentions behind the campaign.
In a statement, Libresse thanked the community for its feedback and has since withdrawn the advertisement from its various advertising channels.
“As an inclusive brand we value every voice, and we are actively engaging with the community members who expressed their views and shared their advice with us,” Libresse said.
Besides taking down the “Know Your V” campaign page, Libresse appears to have unlisted its taboo-breaking advertisement on YouTube, which won the streaming platform’s Ad of the Year and Best Ad titles in the Personal Care and Health category last year. – The Vibes, September 20, 2021
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