The word ‘period’ has often held a negative connotation when it comes to the monthly cycle for women. It’s very rarely talked about in social settings unless a woman is hormonal or she’s discussing her fertility… generally with other females.
Period accidents are seen as dirty and the red smear on a woman’s pants can turn her face the same shade as the stain.
Periods have often been something women have learned to hide and conceal. They aren’t talked about in public because it can be seen as gross and unnecessary.
Bodyform doesn’t believe in that message.
The UK company who makes sanitary pads for women has created a commercial titled ‘Blood’ and it encourages women to feel proud about their body and it’s monthly function.
The ad powerfully shows women embracing life, engaging in sports that push their physical boundaries. Boundaries that cause their bodies to bleed.
There’s the ballerina with blistered, bloody toes, the runner with a bloody scrape on her leg, the rugby team with one member bleeding from her forehead, the boxer with gloves and the surfer with a bloody wound. All the women are determined and powerful and not afraid to lose a little blood.
Most sanitary napkin companies promote how their products can protect your clothing and your dignity should you have a dreaded period accident.
The message is clear that periods aren’t to be talked about, yet every woman experiences menstruation as it’s a normal part of life.
London agency AMV BBDO created the ad for Bodyform which has shaken the status quo when it comes to women’s periods. The ad is part of a larger campaign called Red.fit which educates people about fitness, menstruation and how it affects the body.
No blood should hold women back from living life to the full.
It’s not a reason to hide, and it’s definitely not something to be ashamed of.