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The truth about periods is that women bleed red, not the blue liquid we constantly see brands using to sell us their sanitary products. In a step to “make periods more visible in the mainstream,” Bodyform, a UK based feminine care brand, has launched #bloodnormal, a campaign that includes a new commercial showing periods realistically. Imagine that!

In a survey of over 10,000 men and women, Bodyform “found that 74% of them want to see a more realistic representation of periods in advertisements.”

In a statement on their website, Bodyform explains:

Periods are a natural part of life, so why are they rarely given any screen time? Surely hiding something so normal only adds to the shame and embarrassment many women feel when it comes to their periods. Let’s be open about it.

Our #bloodnormal campaign aims to call time on period taboos. We show true-to-life situations; we show blood; we show the world that the only way to kill stigma is to make the invisible visible.

By bringing blood out of the dark, onto our screens and into the conversation we’re paving a positive path for women of the future. After all, shouldn’t period-talk be as normal as periods themselves?

In addition to the ad, Bodyform is collaborating with artists and influencers around the globe “in a bid to make periods more visible in the mainstream.” You can check out more here.