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  • What’s the big deal around showing some blood?
  • What’s the big deal around showing some blood?
    Bodyform (2016) ©
CASE STUDY

Bodyform – Blood: the bloody truth about periods

Bodyform’s ‘Blood’ commercial is the first to tackle the physical manifestation of having a period. Vials of blue liquid and grinning, rollerblading models have been replaced with blood from powerful sportswomen. Does this advert represent real women’s attitudes to menstruation?

Location Northern Europe / Global

Scope
Menstruation has long been portrayed in the femcare industry by grinning, rollerblading women in bright white tennis gear, blue liquid in test tubes, and metaphorical gifts from a personified Mother Nature. Each of these euphemistic metaphors relays the message that women can do anything while menstruating – but none of them mention blood or bleeding.

Bodyform’s ‘Blood’ TV spot is one of the first to tackle the physical manifestation of having a period. The questionable vials of blue liquid traditionally used in adverts to represent menstrual blood have been replaced with real plasma and platelets from powerful ...

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