This Ad Is The First To Use The Color Red On A Pad, Accurately Representing Period Blood — Finally

"Contrary to popular belief, women don’t bleed blue liquid."

We've all seen those ads for sanitary napkins with blue liquid pouring on them to show off their absorption ability. But if you are a woman, or, you know, have ever met a woman, or know anything about women at all, then you are aware that — surprise, surprise — menstrual blood is not blue.  

For some reason, talking about periods openly can be a taboo subject, which is why we rarely see them being represented accurately in the media. Advertisements that shy away from showing what a period really looks like only contribute to this idea that they are something to be ashamed of, even though nearly half the population has experienced a monthly period at some point in their life.  


In an effort to normalize periods, Bodyform has released the very first sanitary napkin advertisement using the color red to represent period blood.

Bodyform says in the description for its groundbreaking ad, "Contrary to popular belief, women don't bleed blue liquid, they bleed blood. Periods are normal. Showing them should be too. #BloodNormal."

The two-minute clip begins by showing a realistic red liquid being poured over a pad to highlight its absorbency. The second depiction shows a women in the shower with period blood down her legs.

The video also includes a man buying pads in a shop.

After conducting a survey, Bodyform revealed that 74 percent of men and women wanted to see a more realistic representation of periods, and the #BloodNormal ad is in keeping with this.

Cosmopolitan U.K. reported that Traci Baxter, marketing manager at Bodyform said, "We know that the 'period taboo' is damaging. It means people are more likely to struggle with the effects of period poverty, whilst others struggle with their mental health and well-being. As a leader in feminine hygiene, 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."

Over the last few years, we've seen people encouraging an open discussion about menstruation for all people. One viral photo made it clear periods aren't just for people who identify as female, while one company created a policy that allowed women to take time off for period pain. There have also been teachers and kits that help create a dialogue about periods. The more we talk openly about periods, and accurately represent them, the better off we will all be. 


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