In a world overflowing with #girlpower slogans (which we wholeheartedly support, by the way), women still face the persistent notion that menstruation must be kept under wraps. How many of us cringed at the middle school tale of the girl who got her period while sporting white jeans? And how many of us still dread the thought of a “period disaster” that would leave us exposed?
Enter Bodyform, a UK-based pad manufacturer that’s taken a bold step with their latest advertisement, aptly named “Blood.” This empowering commercial will have you feeling proud of your menstrual cycle for once.
The ad showcases a diverse group of women engaged in various high-energy athletic activities. We witness their determination and grit as they push their boundaries, resulting in some bloodshed. From a ballerina nursing injured toes to a determined runner who tumbles but rises again, from a rugby team sprinting down the field to a boxer ready to throw punches, and a surfer charging into the waves—these women are dynamic, fierce, and yes, bleeding.
It’s a powerful message. Often, we’re inundated with pads and tampons ads that emphasize “protection,” as if a mere drop of blood is something to be ashamed of. Instead of the usual cheerful women pouring blue liquid on pads, this ad embraces reality. It’s no secret that menstruation is a part of life, so why are we constantly urged to conceal it?
Crafted by London-based agency AMV BBDO, this ad is part of Bodyform’s broader campaign called Red.fit, which educates about fitness, menstruation, and its effects on the body. Their empowering motto is simple: No blood should hold us back.
Let’s face it—periods can be a real pain. Like, seriously. clutches a bottle of pain reliever like it’s a cherished treasure But menstruating women are capable of anything, and there’s absolutely no reason to hide it. After all, exercising can alleviate cramps! Bleeding while we move signifies our strength and resilience. Perhaps it’s time we start viewing our menstrual blood in this positive light. This ad perfectly captures that spirit, celebrating the notion that blood—regardless of its source—is nothing to be embarrassed about.
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In summary, Bodyform’s “Blood” ad is a refreshing take on menstruation, empowering women to embrace their bodies and their experiences without shame. It’s a celebration of strength and determination that encourages us to see our menstrual cycles in a new and positive light.