Bodyform and Libresse, feminine care brands of global hygiene and health company Essity, continue their mission to break taboos around periods with their latest campaign, #bloodnormal, in which period blood is shown realistically for the first time. They have also finally banished the blue liquid convention and replaced it with a realistic red. After all, women bleed blood. At the heart of the campaign is a film created by AMV BBDO and directed by Daniel Wolfe, with cinematography by Monika Lenczewska. It shows young women in real life scenarios dealing with their periods. The campaign is informed by the widespread omission of periods in mainstream culture and research demonstrating that 9 out of 10 women attempt to hide their periods â a clear demonstration of the stigma still attached to periods.
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