Bodyform & Libresse, feminine care brands of the leading global hygiene and health company Essity, continue their mission to break taboos around periods with their latest campaign, #bloodnormal, in which period blood is shown realistically for the first time. They have also finally banished the blue liquid convention and replaced it with a realistic red. After all, women bleed blood.
At the heart of the campaign is a film created by AMV BBDO and directed by Daniel Wolfe, with cinematography by Monika Lenczewska. It shows young women in real life scenarios dealing with their periods.
The campaign is informed by the widespread omission of periods in mainstream culture and research demonstrating that 9 out of 10 women attempt to hide their periods – a clear demonstration of the stigma still attached to periods.
In a recent survey of 10 000 people conducted by the brand, more than one third of respondents thought of periods as taboo – ahead of mental health problems and the gender pay gap. Meanwhile, 56% of girls questioned expressed a preference for being bullied at school rather than talking to their parents about periods. The findings further fuelled the commitment to breaking taboos around periods, which resulted in the highly successful Red.fit campaign launched by Bodyform and Libresse in 2016.
Aside from Bodyform’s 20 second film, globally Libresse has released a longer #bloodnormal film. The different cuts reflect the different regulatory issues faced by different markets, but they all come from a single global #bloodnormal campaign with multiple activations to help provide positive periods images. These include a graphic story by renowned illustrator Victo Ngai, beautifully designed period underwear by French lingerie company Dessu, period jokes by twelve year old stand-up comedian Saffron Herndon, and commissioned a range of pad-shaped lilo’s. They have also worked with well-known influencers like former model and activist Victoire Dauxerre and Swedish fashion blogger Julian Hernandez.