"We believe that like any other taboo, the more people see it, the more normal the subject becomes."
Bodyform is tackling period taboo by depicting menstrual blood in their new advert.
The 20-second clip depicts a hand pouring a vial of realistic-looking blood onto a sanitary towel, followed by shots of a woman in the shower with droplets of blood on her legs.
The thought-provoking Blood Normal campaign marks a first in feminine care, by using realistic red liquid instead of infamous blue liquid in their ad.
The brand, who were the first company to show blood (albeit not menstrual blood) in an ad for sanitary products last year – is “calling time on period taboos”. It aims to normalise menstruation by representing it in a series of true-to-life scenarios.
The ad also shows a man buying sanitary towels, presumably on behalf of a woman in his life; and a woman relaxing on a pool float before flashing the tagline: “Periods are normal. Showing them should be too.”
