Bodyform has released a first-of-its-kind advert, showing period blood.
The advert is part of Bodyform’s #Bloodnormal campaign, which aims to destigmatise periods and break the taboo surrounding them.
The advert shows red liquid being poured onto a sanitary towel, rather than the usual blue liquid. The commercial also shows a man buying sanitary products.
The tag line states, “Periods are normal. Showing them should be too.”
The advert comes after research by the brand found that one in five women felt their confidence had been damaged because periods weren’t discussed openly.
Bodyform is no stranger to breaking period taboos. Last year, their Red.Fit campaign showed red blood in relation to women’s bodies, but not in relation to period blood.
Their 2016 advert also showed a sanitary towel for the first time.
Speaking about their #Bloodnormal campaign, Traci Baxter, marketing manager at Bodyform, said, “We know that the ‘period taboo’ is damaging.”
“It mean people are more likely to struggle with the effects of period poverty, whilst others struggle with their mental health and wellbeing.”
“As a leader in feminine hygiene, we want to change this by challenging the taboo and ultimately removing the stigma, making it even easier for anyone to talk about periods, now and in the future.”
“This is exactly the reason why we launched #bloodnormal.”
“We believe that like any other taboo, the more people see it, the more normal the subject becomes.”
“We remain committed to showing periods in everyday life, truthfully and honestly – because we feel it’s the right thing to do to.”
“Together, we can help make blood normal.”