Source: Creativity
There have been numerous ads associated with periods lately, and this one from Libresse brand takes on the taboos head on, showing period blood in their latest ad.
The new online ad by AMV BBDO not only shows realistic blood being poured onto a sanitary pad, and not the usual blue liquid, there’s also a scene showing blood running down a girl’s leg in the shower.
The ad challenges social constructs and generally accepted rule that period blood cannot be shown in advertising. With this ad, Libresse loudly says that periods are normal ending with the message „Periods are normal. Showing them should be too.”
The campaign also includes other activations to promote positive period images. These include a graphic story by illustrator Victo Ngai, “period underwear” by French lingerie company Dessu, menstruation jokes by twelve-year-old stand-up comedian Saffron Herndon and a range of pad-shaped inflatable mattresses.
