So long to the blue liquid that has been synomous with period commercials
Bodyform isn’t new to breaking barriers when it comes to accurately depicting a person’s menstrual cycle, but now they’ve taken their commercial one step further. Their new 20-second ad spot clearly presents a real menstrual pad and uses red liquid to represent blood and prove absorbency. The blue liquid we’ve all grown so accustomed to seeing? Consider it the beginning of the end of the need for it.
“We know that the ‘period taboo’ is damaging,” said Traci Baxter, marketing manager at Bodyform to Cosmopolitan. “It means people are more likely to struggle with the effects of period poverty, whilst others struggle with their mental health and wellbeing. 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.”
Like Bodyform, actor, Meghan Markle, has taken to advocating on behalf of those who menstruate and working to undo the stigma that exists with speaking openly about menstrual cycles.
“During my time in the field, many girls shared that they feel embarrassed to go to school during their periods, ill equipped with rags instead of pads, unable to participate in sports, and without bathrooms available to care for themselves, they often opt to drop out of school entirely,” explained Markle in an essay for TIME.
Markle saw the girls’ experiences first-hand during a mission trip she took to India.
She continued, “To break the cycle of poverty, and to achieve economic growth and sustainability in developing countries, young women need access to education.”
The same is to be said for the US where honest conversations around menstruation may prevent individuals from speaking about anything from potential menstrual problems to the inability to purchase menstrual products as a whole.
According to the Huffington Post a person could spend close to $18,000 over their lifetime on menstrual products — this includes additional underwear, tampons, among other things.
With its ad, Bodyform hopes to help further normalize the conversation.