One menstrual product brand is striving to reshape the narrative around menstruation.
For decades, advertisements for period products have resorted to using blue liquid to symbolize menstruation—because, apparently, the sight of actual blood from our bodies is too shocking to showcase. But these outdated portrayals are being challenged thanks to Bodyform’s new advertising initiative and social media campaign.
From the outset, the commercial boldly declares we’re leaving the blue goo behind. It also features relatable moments—like a man purchasing pads at a supermarket and a woman experiencing blood running down her leg while in the shower.
It’s high time society acknowledges menstruation as what it is: a normal, monthly biological function that shouldn’t be deemed offensive or taboo. The fact that this campaign is groundbreaking in 2017 highlights the persistent influence of outdated patriarchal norms.
Bodyform, a UK-based company, asserts that it’s essential to destigmatize periods. “Periods are a natural part of life, so why are they rarely given any screen time?” their website emphasizes. “By concealing something so ordinary, we only contribute to the shame and embarrassment many women face regarding their periods. It’s time to have open conversations.”
The campaign is gaining traction on Twitter, with numerous women expressing their relief and excitement. Every woman has likely felt some degree of shame or self-consciousness regarding her period. We find ourselves discreetly passing pads and tampons as if they were classified government secrets that men aren’t allowed to know about. The feelings of alienation surrounding our natural bodily functions—whether in school or at work—are simply unacceptable.
We need to embrace discussions about periods so that future generations can grow up without the same stigma attached to this essential process. “By bringing blood out of the shadows and into our conversations, we’re paving a brighter future for women,” Bodyform notes. “After all, shouldn’t talking about periods be as common as the periods themselves?”
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In summary, Bodyform’s campaign marks a significant step toward normalizing conversations around menstruation by realistically portraying the experience and encouraging openness.