Bodyform wins favour for responding to women's requests for real blood in ads

Posted on: Sunday 22 October 2017

Bodyform is to be the first feminine hygiene brand to show blood in one of its adverts rather than the blue liquid that is usually used, helping to break down taboos.

Feminine hygiene brand Bodyform is to be the first to show menstrual blood in its adverts.

Traditionally, sanitary towel and tampon manufacturers have tended to show a blue liquid to demonstrate the absorbency of their products, but campaigners believe this is only adding to taboos around periods by avoiding the reality of what they involve.

Bodyform has launched a new video campaign that encourages social media users to use the hashtag #bloodnormal, after almost three-quarters (74 per cent) of survey respondents said they would like to see more honest representation in adverts.

The brand is also using the tagline 'no blood should hold us back' for its new campaign.

It is hoped that if more people are talking about periods, there will be greater recognition of conditions such as endometriosis, which can leave some women in severe pain.

Tanja Grubna commented: "We believe that like any other taboo, the more people see it, the more normal the subject becomes."


Related content

LinkedIn-creates-pub-for -jobseekers

LinkedIn creates pub for jobseekers

The Linked Inn welcomed jobseekers for a drink, career advice and help with applying for suitable roles.

Learn more

The Gym Group's digital-first approach leads to higher membership

The Gym Group's dedication to integrated digital services, from its upgraded website to in-gym kiosks and staff training, has seen a 35.5 per cent...

Learn more

My 2019 mission: Increase diversity in speaking

Helen Southgate of Acceleration Partners on why women should not be afraid to take the stage and shares some tips for speaking success

Learn more

Lexus films first ad written by AI

The new Lexus advert, Driven by Intuition, has been entirely scripted using AI to create ‘the perfect ad’

Learn more

Why digital advertising works

Discover why digital advertising is effective for reaching your customers and building brands.