Bodyform’s #BLOODNORMAL advert calls time on period taboos

By Jasmine Wing | @jasminenatashaw

Bodyform, one of the UK’s leading feminine protection brands, in their latest advert depicts real menstrual blood instead of the blue liquid that usually stands in for it. This is the first ad of its kind to air in the UK. Bodyform is a brand of Essity – a leading global hygiene and health products company.

PERIODS ARE NORMAL, SHOWING THEM SHOULD BE TO. By bringing blood out of the dark, onto our screens and into the conversation we’re paving a positive path for women of the future. After all, shouldn’t period-talk be as normal as periods themselves?

They conducted an online survey of among 10,017 men and women and found out that 74% of them wanted to see more realistic representation of periods in advertisements.

Bodyform has been combating sexism, taboo’s and stereotypes for many years in a 1980s Bodyform ad a woman straps on a parachute and leaps out of a plane, but might this advert be their bravest of all?

Find out more about the campaign here.

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