Kate Moross has been working with AMV BBDO to create a new campaign for Bodyform.
Using the hashtag #bloodnormal and the strapline ‘Periods are normal. Showing them should be too’, the campaign seeks to help underline the everyday experience and remove the stigma that still exists around the female menstrual cycle. It ties into an ad campaign which features sanitary pads stained with red liquid, rather than the blue that has traditionally been used. The TV ad shows a world where periods have been accepted as part of everyday life, with men buying tampons in a convenience store and women asking for a pad across a dinner table.
Bodyform’s parent company Essity found more than 74% of over 10,000 men and women surveyed wanted to see a more honest representation in adverts. It builds on a previous ad showing sportswomen muddied and bloodied under the strapline ‘no blood should hold us back’. That campaign featured images of sanitary towels on British TV for the first time.
The campaign featuring Kate’s work has just launched with a short film and across social media.
A film can also be seen here.