"Periods are normal, showing them should be too"A new campaign by UK-based Abbott Mead Vickers (AMV) BBDO and Net#work BBDO for global feminine hygiene brand Libresse, called #BloodNormal, aims to encourage positive cultural change around euphemisms and end period shaming by showing realistic depictions of periods, a subject that is still very much taboo. For years, marketers have used a blue liquid to demonstrate their products, but Libresse replaces it with a more fitting red, demonstrating that periods are normal. The short film features a guy buying pads, a woman asking for a pad across the dinner table and school children passing a pad across the classroom. Libresse brand manager Mpho Nojiwa says for years women have been subjected to the discomfort of openly addressing menstruation conversations and testosterone-fueled stereotypical ideas that men don't buy sanitary products. #BloodNormal aims to debunk myths and educate society about normalising periods by confronting these sort of gender-biased stereotypes…
56% of girls would rather be bullied at school than talk to their parents about periodsWe need to change the narrative and create a new normal. We hope a positive depiction of periods and everything related to menstruation will start breaking down walls to make way for real conversations. The more we see and talk, the less the cringe factor will be. In time, we believe it will be viewed as normal as breathing.
Although a multi-media campaign, why focus on the short-film format? The campaign hits the local market at the same time as trending news that a new set of ‘period emojis’ depicting a red droplet of blood, ovaries, a pad, etc. will be introduced in the next emoji collection for phones in March. How is the conversation around menstruation shifting globally?
About Jessica TennantJess is Senior Editor: Marketing & Media at Bizcommunity.com. She is also a contributing writer. marketingnews@bizcommunity.com
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