Remember the last time you produced a turquoise liquid during your period? Yeah, us neither.
But if advertisements for feminine hygiene products are anything to go by, menstruating women are more familiar with the substance produced by a gel pen, than the presence of actual blood.
And Bodyform want to address this.
In an admirable move, the feminine care brand are the first to produce a digital advert which provides an accurate depiction of blood.
Challenging the taboo that continues to surround periods in contemporary society, Bodyform surveyed women and were stunned to learn that 20 per cent suffered a loss in confidence due to the clandestine approach society has towards the menstrual cycle.
“We were so shocked by the results of our research that we publicly vowed to address the continued silence around periods,” said Traci Baxter, marketing manager at Bodyform.
“We believe that like any other taboo, the more people see it, the more normal the subject becomes," she added, according to The Independent.
Focussing on the ad, she continued: "So for Bodyform, after showing blood and a real, in-situ sanitary towel, bringing the two together was a natural next step."
"In doing so, we remain committed to showing periods in everyday life, truthfully and honestly – because we feel it’s the right thing to do to. Together, we can help make blood normal."
Take a look at this, ladies.
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