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Brief Published: 7 Jul 2020

Bodyform’s Progressive Campaign Champions Period Positivity

Tying into current discourse around period positivity (destigmatising menstruation), global feminine care brand Bodyform’s powerful, highly emotionally charged new campaign continues its reworking of the genre. The empathetic short film resists the urge to ‘prettify’ periods or gloss over their wider connotations, showing nuanced depictions of a multitude of lived experiences.

Switching up the brand’s famous 90s ads depicting a model skydiving and roller-booting (the inference being you can do anything during your period – empowering and yet hardly realistic for most) the advert mixes animation with live action, charting myriad aspects of menstruation, from first periods to menopausal hot flushes associated via miscarriages and endometriosis cramps.

Vignettes range from the ultra-relatable – one woman’s womb triggers a ‘new underwear alert’, to the humorous – a teenage girl sticks a sanitary pad to another’s forehead as they change for PE, and the intensely painful – a woman comforts her partner after a miscarriage, to joy – the same partner later giving birth. It ends by thanking those who shared their #WombStories with the brand, adding a three-part call-to-action – asking viewers to share the film, tell their stories, and learn why similar experiences need to be told. The campaign is part of a series of films, hosted on Bodyform’s website, YouTube and social media channels.

Created by UK advertising agency Abbott Mead Vickers BBDO, it follows a similarly bold 2017 Bodyform campaign ‘Blood Normal’ that aimed to normalise period blood in advertising; rejecting the sanitised blue liquid usually used in period care ads it included a pixelated shot of period blood in a woman’s knickers, telling its audience that broadcast authorities worldwide had deemed the “sight of period blood unacceptable”.  

See also Surge in Sex Ed Platforms Offers Role for Brand Advisors, Female Sexuality in Focus, Feminism-Fuelled Brand Culture and Sex & Identity Become Key Brand Conversations in Making Scenes, part of our Dynamic Youth: Gen Z Spotlight.

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