Bodyform’s latest ad campaign aims to change the way you view your period. And it’s about bloody time!

Aunt Flo. Crimson wave. Shark week. Seeing red. We’ve all got a slang word for our period or that ‘time of the month.’

They’re a female reality and an important aspect of our reproductive system so why have they become such a taboo topic within our culture?

Sanitary brand Bodyform aims to change this with their latest #bloodnormal advert. If you haven’t had a chance to watch the campaign yet, let us break it down for you.

Firstly, it accurately shows the depiction of blood being poured onto a Bodyform pad. If you can recall, all other sanitary advertisements use a strange blue liquid (uh hello, what is that stuff?) which is why this is so groundbreaking. The ad continues with other pro-period images including a woman’s period running down her leg in the shower. Other footage including a male boldly purchasing some pads at a store hinting that the taboo doesn’t just affect women.

It’s 2017. So you might be surprised to learn that this advert is the first correct portrayal of a women’s period on screen in the 21st century. This discovery make us realise just how important it is for this conversation to evolve – for both men and women.

The campaign was sparked by Bodyform’s research which discovered that one in five women find the taboo around periods damaging to their self-confidence.

“We want to change this by challenging the taboo and ultimately removing the stigma, making it even easier, for anyone to talk about periods, now and in the future,” says Bodyform marketing manager Traci Baxter.

We can’t wait to see how the rest of the industry responds to this call to action. In our view, it can only be a good thing to shake things up and create conversations around what is, quite frankly, a very normal part of our everyday lives.