Bodyform is praised as it debuts sanitary towel advert with ‘real’ blood

June 7, 2016

Bodyform created the advert as part of its new ‘Red.Fit’ campaign
Features a range of women drawing blood as they take part in exercise
Women have praised praised it for helping to ‘break myths and taboos’
However, some have argued it’s ‘uncomfortable shock viewing’

Unity Blott For Mailonline

Published:
02:05 EST, 7 June 2016

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Updated:
02:20 EST, 7 June 2016

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A controversial advert for sanitary towels has caused a stir on social media after being the first to show ‘real’ blood.

Bodyform has won praise for the new one-and-a-half minute video which aims to break the ‘taboo’ surrounding periods, with the tagline: ‘Women bleed in sport all the time, but it doesn’t hold them back. Why should periods be any different?’

It shows a range of women drawing blood while playing sport – from a boxer taking punches in the ring, to a runner with grazed knees – and carrying on regardless.

Bodyform has won praise for the new video which aims to break the ‘taboo’ surrounding periods, with the tagline: ‘Women bleed in sport all the time, but it doesn’t hold them back. Why should periods be any different?’

And in one particularly graphic scene, a ballet dancer removes bloodied bandages from her feet.

The clip, created by ad agency AMV BBDO, is part of Bodyform’s ‘Red.Fit’ campaign, which aims to educate women about the effect periods can have on them during exercise.

Traditionally, adverts for sanitary products have shied away from showing the red stuff – instead using a sterile blue instead to demonstrate their absorbency.

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But the company’s latest offering has won praise on Twitter for showing blood unapologetically, with Sarah McMullan writing: ‘BREAKING NEWS: Scientists finally admit women don’t leak bright blue liquid on a monthly basis.’

Even Labour MP Stella Creasy chimed in, commenting: ‘Ha! Is this first sanitary towel ad that won’t make women panic when their blood isn’t in a test tube and blue?’

A boxer’s bloodied face. The clip, created by ad agency AMV BBDO, is part of Bodyform’s new ‘Red.Fit’ campaign, which aims to educate women about the effect periods can have on them during exercise

Cece called it a ‘bloody good advert,’ while Ricki White tweeted: ‘Yes realistic period ad that doesn’t involve dresses or heels or salsa dancing.’

Another Twitter user wrote: ‘So brilliant! Yes we bleed! We need to break the myths and taboos. 70% of women still have no access to sanitary products.’

Fiona, a student from Glasgow, tweeted: ‘Spectacular advert – love the message. Yes, it’s blood. Yes, sometimes it sucks. But you can still kick ass!’

She added: ‘Also love normalisation of blood @bodyform – other bleeds are show in media (bleeding noses etc) so why still faff about w blue liquid.’

A woman’s blood-spattered face (left) and a runner grazing her knee as she takes a tumble (right). Twitter commentators have thanked Bodyform for its ‘realistic’ approach to women’s periods

Another commentator thanked the company, writing: ‘Finally, an ad that’s relevant rather than body conscious.’

However, not all the feedback was positive, with some suggesting Bodyform were simply using shock tactics.

Helen wrote: ‘This advert will now be very uncomfortable viewing at dinner time for both menwomen. The world doesn’t need to be forced to see it.’

Another blasted: ‘Ew. It’s the cramps that stop you. Unnecessary shock value to sell products.’

A bloodied and bruised rugby player features in the new video. Traditionally, adverts from products have shied away from using the red stuff – often using a sterile blue liquid instead to demonstrate how absorbent they are