Despite the fact that sanitary napkins are used by women every single month, it's never been realistically portrayed in advertising—we're pretty sure you've seen those blue dyes being poured onto pads as a measly excuse for blood.
Bodyform changed all that with their revolutionary ad. They're tackling it head-on, by featuring red liquid (not blue!) twice in their latest video. Take a look, it's pretty cool:
Bodyform has long known that periods shouldn't be something women—or men, for that matter—should shy away from discussing. They're just another part of ordinary life. So now they're working on reminding the rest of the world of that with their #bloodnormal campaign. And where better to start than with mainstream advertising?
The groundbreaking ad depicts period blood in two different forms. Firstly, with a realistic red liquid being poured from a test-tube onto a pad to demonstrate absorbency, instead of the usual blue liquid we see. Secondly, we see period blood running down a woman's leg while she's showering, alongside scenes of a man very casually popping into a shop to buy a pack of pads. And here's the best bit: He's not squeamishly hiding them underneath a bundle of men's magazines in an attempt to remind the salesperson of his masculinity. He's just buying them.
The ad follows research carried out by the sanitary-wear brand which indicated that one in five women felt their confidence had been damaged because periods weren’t discussed openly.
"We know that the 'period taboo' is damaging," said Traci Baxter, marketing manager at Bodyform. "It means 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."
Good job, you guys.
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This article originally appeared on Cosmopolitan.com/uk. Minor edits have been made by the Cosmo.ph editors.