One pad brand is on a mission to transform the way we depict and discuss menstruation. For decades, period product commercials have relied on blue liquid to symbolize menstrual blood, as if the mere sight of actual blood is too shocking for viewers. But this outdated approach is getting a refreshing makeover thanks to Bodyform’s bold new advertising and social media campaign.
The moment the ad starts, it becomes crystal clear: we’re kicking that blue goo to the curb! Viewers are treated to realistic scenes, like a guy casually picking up pads at the grocery store and a woman experiencing a period while showering.
It’s high time society acknowledges menstruation for what it is: a regular biological function that should neither be shameful nor taboo to talk about. The fact that this campaign feels groundbreaking in 2017 highlights the lingering influence of the patriarchy.
Bodyform, a UK brand, believes it’s time to normalize periods. Their website asks, “Periods are a natural part of life, so why are they rarely given any screen time?” It’s time to stop hiding something that’s perfectly normal, which only contributes to the embarrassment and shame many women feel about their periods. Let’s embrace open conversations about it!
The campaign is also making waves on Twitter, with women expressing relief and excitement. Every woman can relate to feeling self-conscious about her period, often passing pads and tampons in secret, as if they are top-secret documents that men should never know about. Young girls at school and women in the workplace shouldn’t have to feel ostracized for their bodies doing what they’re designed to do.
It’s time we all get comfortable with periods so that future generations won’t feel the same twinge of shame associated with menstruation. “By bringing blood out of the shadows and into the spotlight, we’re paving a positive path for women of the future,” Bodyform states. “Shouldn’t talking about periods be as normal as having them?”
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In summary, Bodyform is leading the charge to normalize menstruation in media by showing the raw, honest truth about periods. Their campaign is encouraging women to embrace open conversations about their bodies and experiences.