Bodyform is the first brand in the United Kingdom to use sanitary pads stained with a red liquid to represent blood, rather than the usual blue liquid applied in other adverts advertising sanitary pads.
Sanitary brands and adverts have always opted to use blue liquid, in order to signify how much moisture their pads can hold.
The new campaign has been mostly well received.
The parent company, Essity, stated that it desired to confront taboos that surrounded periods. The firm had stated that research showed that 74% of people wanted to see representation that is more honest in ads.
The video campaign launched by Bodyform “#bloodnormal”, shows a woman that is in a shower with blood running down her thighs and legs while a man is seen to buy sanitary towels. It follows an ad in 2016 where women who played sports were shown to be bloodied and muddy while engaging in activities such as; running, boxing, and bike riding.
Running the slogan “no blood should hold us back”, it featured a sanitary towel on a TV ad for the first time.
The company that makes Bodyform, Essity, stated that it wanted to challenge the stigma around periods.
“We believe that like any other taboo, the more people see it, the more normal the subject becomes.” – Tanja Grubna