October 21,2017:
‘When Periods are normal. Showing them should be too.’
UK's leading feminine hygiene brand has broken the period taboo by depicting menstrual blood in their new advertisement, instead of the infamous widely used ‘blue liquid’.
In a first for UK or anywhere in the world, the 20-second clip features a hand pouring a red liquid onto a sanitary pad.
It is followed by a shot of a woman taking shower with blood droplets running down her legs.
The video further shows a woman relaxing in a pool on a sanitary pad-shaped float, and a man purchasing sanitary towels, apparantly, for the woman.
Bodyform’s social media campaign, #bloodnormal, attempts to normalise menstruation.
Period Taboo, a survey, conducted with 10,017 men and women, brought to the fore that 74%* of them wanted to see a realistic representation of periods in ads.
The latest advertisement adds to a growing list of reactions from all over the globe that aims to shed taboos related with menstrual cycle.
Earlier twenty eight-year-old Kiran Gandhi, born and brought up in Boston, attracted headlines in 2015 when she ran the London marathon on her first day of menstrual period without a tampon.
In July this year itself, two Indian companies namely Culture Machine and Gozoop have introduced menstrual leave (First Day of Period) for their employees.
First day is obviously a not so a comfortable day for the most and this is not an embarrassment as it is part of life.
In August this year itself, senior CPI-M leader Brinda Karat pitched for legal backing to menstrual leave when she said an employer should be made legally bound to give menstrual leave to all women employees.
Bodyform Company’s campaign has been received well online, with their YouTube channel filled with positive comments.
The video has garnered nearly 5 lakh views just in 3 days time.
Source HT
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