The story behind the campaign
Challenge
In today’s world periods are still shrouded in shame. And this stigma manifests itself in consistent ways: periods are silenced, euphemised and used to humiliate women. In short it does everything to make them seem abnormal. This shaming and silencing is enforced in culture and in advertising. We see it in the infamous blue liquid. And in Broadcasting laws that ban the sight of period blood for being ‘likely to cause offense.’ And yet the culture we consume is awash with blood – in crime movies, in medical dramas, horror films and live sports....