Carefree takes an authentic approach to femininity in this new campaign launched online, 'No one knows', via DDB Sydney.

The campaign embraces the vulnerability women feel when they have their period, and starts a conversation about the personal and sometimes secret 'rituals' women have to make themselves feel more confident.

The first digital only campaign for Carefree, it will run across five platforms over six months and kicks off with this emotive 90 second launch film. The campaign aims to share 'secrets of the sisterhood' and features a diverse mix of real Australian women shot in a doco-style approach, to capture the most authentic stories, showing that no woman is the same, no period is the same, no feminine ritual is the same, but all women are united by the things that make them feel more confident.