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Bodyform becomes the first brand to show period blood in an advert

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Bodyform period advert
Bodyform has made history by creating the first advert that shows period blood on a sanitary towel.

The advert, which was released online with the title 'Blood Normal', opens with a hand pouring liquid onto the pad, but instead of the neutral blue colour of years gone by, it's red, providing a much more accurate representation of women's actual experiences.

The 20-second clip also shows a man in a supermarket buying Bodyform products, as well as blood running down a woman's leg in the shower, and a costume party where a guest has come dressed as a sanitary towel.

'Contrary to popular belief, women don't bleed blue liquid, they bleed blood. Periods are normal. Showing them should be too,' the strapline for the commercial reads.



The move has won widespread praise, with many commenting on the video to express their happiness that the brand was dealing with the subject of periods in such a candid ways.

'I've used Bodyform for years & always loved them, I love them even more now!! This is revolutionary!! Well done! <3,' one poster exclaimed, followed by another who agreed: 'See you later weird blue liquid! Keeping it REAL. Because periods are not something to be ashamed of. Well done Bodyform! A bold and brave move.'

'I'm 50 years old and never thought I'd live to see the day where we can actually represent periods with RED liquid. This generation must be doing something right,' a third applauded.

Traci Baxter, marketing manager at Bodyform, said of the advert: 'We know that the "period taboo" is damaging.'

'It means people are more likely to struggle with the effects of period poverty, whilst others struggle with their mental health and wellbeing.'

'As a leader in feminine hygiene, 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.'

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'This is exactly the reason why we launched #bloodnormal. We believe that like any other taboo, the more people see it, the more normal the subject becomes.'

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