Bodyform – “Periods are normal. Showing them should be too.” #BloodNormal

An ad that will change the norm: Bodyform shows blood* on sanitary napkin to normalize periods. #BloodNormal

Bodyform campaign #BloodNormal

“Periods are normal. Showing them should be too.” States Bodyform’s new advertisement that begins with displaying Bodyform’s Ultra Long sanitary napkin absorbing realistic blood liquid*. The revolutionary ad doesn’t stop here but showcases the period blood dripping from a woman’s thigh while she bathes. Women can easily relate to it but here it makes a bold statement to rest of the world that ‘THIS IS NORMAL’.

Sanitary napkin ads like other women-focused beauty products, bodycare, etc ads have been featuring women as a protagonist but as an incomplete protagonist or a damsel in distress because maybe she is on periods, is not fair, is not looking beautiful and so on. But this ad brings women’s perspective in center. Therefore, Bodyform’s ad is revolutionary because in this Ad you’ll get to see the look at periods the way women see it. No stigmas or stereotypical ideologies are attached. This advertisement is a result of Bodyform’s online survey done with 10,017 men and women, 74%* of them want to see more realistic representation of periods in advertisements.

Contrary to popular belief, women don’t bleed blue liquid, they bleed blood. Periods are normal. Showing them should be too. #bloodnormal

Bodyform is working with talented people from around the globe in a bid to make periods more visible in the mainstream. From renowned French actress Victoire Dauxerre, to child stand-up comedian Saffron Herndon, our creative clan will be encouraging every woman to live fearlessly.

Saffron Herndon

Victoire Dauxerre

Lorena Andrea

The advertisement maintains a “normal” tone throughout the ad – it shows a man buying a packet of sanitary pads in a grocery store without showing any typical or any different emotion. Youngsters doing party – a typical teenage tendency – with a person dressed in sanitary look-alike costume.

The advertisement is short, crisp and conveys it’s message clearly.
COTW team welcomes Bodyform’s initiative and appreciates in changes the norm.

This Article is related to:
Sanitary Pad Ad, Blood Normal, Bodyform, Stereotypical Ads, Sanitary napkin, Women, protagonist, Digital campaign, Advertising Campaign, Social Media campaign, creative advertisement, Victoire Dauxerre, Saffron Herndon, Lorena Andrea


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