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