UK – Female personal hygiene brand Bodyform has launched a new campaign featuring red ‘menstrual blood’ for the first time, rather than the sterile blue liquid that is typically shown in ads for tampons and sanitary products.
With the tagline ‘Periods are normal. Showing them should be too’, the Blood Normal campaign features the reality of periods, from a woman in the shower shown with blood running down her leg to a man buying sanitary pads in a local store.
The advert is a response to the brand’s recent online survey, which found that, of more than 10,000 male and female participants in the UK study, 74% wanted to see more realistic representation of periods in marketing.
See our microtrend The Vagina Reconsidered to read more about the brands that are helping to destigmatise feminine hygiene.