A new commercial airing in England for Bodyform, a popular brand of feminine hygiene products, is breaking down period taboos when it comes to bleeding and spotting. The company has begun airing commercials on channels across the country that are far more open than what women in the United States are used to seeing in ads for sanitary items — namely, the European ads aren’t afraid to show period blood.
In the commercial, a woman’s arm is seen pouring a small vile of blood onto a pad to display its naturally “ultra-absorbing core.” (The “blood” is actually corn syrup and coloring for health and safety reasons, according to Refinery29.) As the “blood” slowly gets absorbed into the pad, the tagline for Bodyform’s campaign emerges: “Periods are normal. Showing them should be too.” The commercial is a part of Bodyform’s well-received Red.Fit campaign, which aims to destigmatize the image of blood in relation to women’s periods — whether they’re showering, playing sports, or just lounging around the house.
“We know that the ‘period taboo’ is damaging,” a Bodyform representative explained to the Daily Mail. “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.” The representative said that’s why the company decided to launch #bloodnormal: “We believe that like any other taboo, the more people see it, the more normal the subject becomes.”
In addition to this blood-on-pad commercial, Bodyform has embraced other open imagery with its previous adverts. This included a man buying pads in a convenience store for his girlfriend, as well as a woman showering while bleeding down her thigh. “We remain committed to showing periods in everyday life, truthfully and honestly,” the representative for Bodyform added. “Together, we can help make blood normal.”
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