How to break a taboo: Bodyform/Libresse’s #Bloodnormal

Sam Peña-Taylor

Bodyform/Libresse, the global feminine hygiene brand, made a campaign that shocked media owners, whose rejections fuelled the campaign creative to win a Titanium Lion at Cannes.

Normal things are not scary. To half the population, periods are totally normal. Yet, somehow, society has succeeded in making sure that men almost never come into contact with periods in life, and certainly not in the books they read, the films they watch, or the typical conversations they have. In advertising for feminine hygiene products, probably the only allusion to periods in the mass media, blood is conspicuous by its absence. There are lots of white trousers, dancing and feeling good – all very watchable, all very unchallenging and all serving to hide periods away as something unacceptable for...

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