Facebook today reversed a decision to block an ad from period and leak-proof underwear brand Modibodi.
Naomi Shepherd, director of Facebook Australia and New Zealand, says encouraging open discussion about the issues Australian women face is important to her personally and to values at Facebook.
"We know these issues are complicated, and our Sydney-based team has been working closely with Modibodi across the development of this campaign," she says.
"After further review and consultation with our teams, we are pleased that Modibodi’s ads will now be shared across our platforms in their entirety."
Facebook’s policy team barred the 60-second film for violating guidelines covering shocking, sensational, disrespectful or excessively violent content.
Facebook had initially indicated that three scenes, which use the colour red to represent menstrual blood, needed to be edited out.
Kristy Chong, CEO and founder of Modibodi, says she is pleased that Facebook has reconsidered its position on the 60-second film.
"Australia needs organisations and media outlets like Facebook to help define a future where people can be proud of their bodies," says Chong.
"We commend Facebook for taking this important step so that the next generation of women will feel empowered by their period, not ashamed."
The campaign, The New Way to Period, marks the first work from Emotive since being appointed to lead brand strategy and campaign work globally.
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