Ads depicting women with periods could not be further from the truth. Women don't just go around wearing head-to-toe white and they don't call their period "flow" or even worse: "Aunt Flo". We just want ads depicting periods for what they are — complete and utter crap.
One of the first things that had to go? That weird blue liquid.
Fun fact: Period blood ain't blue. It's red. And if you can look at ads for bandages and watch hospital dramas, you can also watch someone pour red liquid — red, like blood — on a pad.
Bodyform is the first brand to ever feature menstrual blood in the color it comes in: red.
The brand's #BloodIsNormal campaign sets out to normalize and destigmatize periods.
According to a survey Bodyform conducted, one in five women polled said their confidence was damaged because periods weren’t discussed with them openly.
Another 42% believe that girls' confidence will be at risk if periods aren't discussed in an open way in the future.
Bodyform believes that the more people see periods, the more comfortable people will feel discussing them.
“We know that the 'period taboo' is damaging," said Traci Baxter, marketing manager at Bodyform. "It means people are more likely to struggle with the effects of period poverty, while others struggle with their mental health and wellbeing. We believe that, like any other taboo, the more people see it, the more normal the subject becomes.”
The first step in normalizing periods is to change how they're depicted.
Period blood isn't blue, nor is it the same consistency as water. It's thick, goopy, messy, and most importantly, it's red.
Hopefully Bodyform's ad is the first of many to depict blood as it actually looks like.