On 17th October Bodyform released the first ever advert that uses a red liquid to demonstrate the absorbency of their sanitary pads. This landmark abandonment of the familiar ‘blue blood’ is part of their #bloodnormal campaign, aiming to normalise periods and their representation in popular culture.
The advert tells us that period blood is not something we should be embarrassed about. And that our ‘time of the month’, so often euphemised beyond recognition, should not be spoken of only in hushed voices and in dark corners. This is important, because historically, periods have been treated like inconvenient secrets. Tampons and sanitary pads smuggled into bags like contraband, hidden in supermarket baskets under less offensive produce. Sex during your period a taboo reserved for the pages of sordid novels. Even the feminist revolution has been unable to fully lift this heavy shroud of shame. There is something about the natural expulsion of period blood that disgusts people beyond measure.