Bodyform ad is the first ever to feature red ‘blood’ on a sanitary pad
The brand ditches blue liquid, saying ‘it’s about bloody time’ stigma around periods was erased
Bodyform has made headlines as the first brand to make a TV advert featuring ‘blood’ on a sanitary pad rather than the traditional blue liquid.
The ad demonstrates the pad’s absorbency by having someone pour a vial of ‘blood’ - actually made from corn syrup and red food colouring - onto a pad, replacing the usual blue liquid used in adverts for sanitary products, the BBC reports.
The 20-second clip also shows blood running down a woman’s leg as she showers, a man buying sanitary pads in a shop and woman in a sanitary pad costume at a fancy dress party. It ends with the tagline “Periods are normal. Showing them should be too.”
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.
Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
The ad was made as part of the brand’s #bloodnormal campaign, which aims to erase the stigma associated with periods, after a survey conducted by the company found that 74% of people wanted to see more realistic representations of periods in advertising.
“We know that the 'period taboo' is damaging,” said Bodyform's Traci Baxter.
“It means people are more likely to struggle with the effects of period poverty, whilst others struggle with their mental health and wellbeing.
“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 video ad already has 17,000 views on Facebook and has sparked conversation on social media. Many applauded the brand for tackling the stigma.
Although some thought the ‘blood’ was unnecessary:
The Self Esteem Team’s Nadia Mendoza told the Huffington Post UK that the use of blue liquid in period adverts isn’t only unrealistic but also damaging.
“Have you ever seen a woman bleed blue liquid? No, so why is this still the image that so many associate with periods,” she asked.
“It not only suggests that period blood is unsightly, shameful and something that should live firmly behind closed doors, it also paints a wholly unrealistic picture for young girls who are yet to start their periods. ”
In an October Bodyform survey, shared with Huffington Post UK, 52% of girls said they would rather get bullied at school than discuss periods with their parents and 87% said they went to great lengths to hide their periods.
Sign up for Today's Best Articles in your inbox
A free daily email with the biggest news stories of the day – and the best features from TheWeek.com
-
'Wolf Hall: the Mirror and the Light' season two – still a "crown jewel"
The Week Recommends Damian Lewis and Mark Rylance star in this 'superlative' Tudor drama on BBC One
By Adrienne Wyper, The Week UK Published
-
'Election Day. Finally.'
Today's Newspapers A roundup of the headlines from the US front pages
By The Week Staff Published
-
Incendiary device plot: Russia's 'rehearsals' for attacks on transatlantic flights
The Explainer Security officials warn of widespread Moscow-backed 'sabotage campaign' in retaliation for continued Western support for Ukraine
By The Week UK Published