The ‘#youknow’ campaign for Johnson & Johnson Pacific's Carefree brand 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.

A diverse mix of real Australian women were cast and shot in a doco-style approach, to capture the most authentic stories about confidence, pride and the inner power of every woman’s femininity.

This is a refreshing path in advertising and comes as a welcome relief from the usual commercial trajectory that saturates the world of women’s health. The campaign is able to access all women in the way that makes them feel heard and understood. By tapping into intimate moments, these private stories shared from women’s real lives, the film frames Carefree as a credible voice of femininity.