Bodyform’s latest campaign renewed my hope that brands can help us

“It’s just a period”.

Bodyform’s latest ad is tackling exactly this in the most brilliant, painful, genius way.

In fact, every scenario in this ad is rooted in truth, in reality, in relevance. It’s honest. Bodyform continues to set the tone and the bar. Women’s health issues have not been, and continue not to be, openly discussed. As if what goes on in a woman’s body is icky. A source of shame rather than the essence of life. I mean, it is bloomin’ genius. Women’s bodies never cease to amaze me. And whoever decided that periods were ‘gross’? And why does this societal shame still exist today?

The best part about Bodyform’s work is that it provokes conversation. And not just like this, not just in adland. But in society – it gets women talking. And talking openly leads to eradicating shame. It isn’t being controversial to get press inches and social posts; it is just telling the actual, real-life truth.

Bodyform has consistently shown us that it’s not afraid to show the unfiltered, unglamorous, frankly frightening reality of being a woman, no matter the backlash. It was the first brand to show red liquid in sanitary pad adverts (yes, we don’t bleed blue liquid!) and more recently received almost 800 complaints for an ad showing a bloody sanitary pad.

But it’s not just about pushing creative boundaries. There is a bigger picture in play – education around women’s health - and Bodyform unashamedly rallies to educate the masses despite the risk of upsetting people along the way.

This ad has all the elements of a watershed moment for women’s health. A turning point for education. A moment that gives me hope. There is a chance that women’s health issues will no longer be so easily dismissed in the future. Bodyform has sparked this resistance – it is now on other brands to respond to the clarion call and contribute to bridging the huge education gap around the issue. Brands should be inspired by Bodyform’s relentless courage and become part of this pivotal moment.

It isn’t about competing with Bodyform. No one is looking to see who can shout ‘period’ the loudest. It’s about joining the movement. It’s about supporting women – that’s all we ask. Note the research that suggests more than half of those who menstruate wish they’d been taught more about their periods and intimate health. Periods can be scary and painful. But why add to the pain by compounding years and years of taboo and lack of information? Periods are serious. But that doesn’t mean you need to be afraid of injecting some humor into the mix.

Bodyform’s ad gives us a growling box of tampons, the relatable eye roll from being told, ‘It’s just a period’ and many more ‘if you don’t laugh, you cry’ moments. It has a deep understanding of the issues women face yet portrays them in a way that resonates with everyone. Brands please take note. Talking about women’s health still scares certain demographics, but humor helps de-escalate the tension, to create an atmosphere more open to having an honest discussion.

Above all, this is a step-change to encourage other brands to be courageous. Change doesn’t happen from staying in our comfort zone. And unfortunately, the topic of women’s health comes hand-in-hand with backlash. Complaints will come (I say through gritted teeth and an eye-roll). But bring them on. Three hundred people complained about Wuka’s TV ads showing blood and clots. Our OOH ads simply with the word ‘Vulva’ on behalf of Luna Daily, which tackled the stigma around the word, prompted complaints. A six-letter biologically correct word. That’s what we’re up against.

If what Bodyform puts out in the world is a catalyst for other brands pushing the agenda for women’s health. I am here for that. People are listening. Thank you Bodyform. It has set the stage for brands to join. And exposure to subjects is the best way to drive change.

The thought of any young girl around the world thinking that they are dying when they get their period is so deeply upsetting. If we can change that for good, let’s do it. And let’s do it now. Period.

Continue the conversation with Kirsty Hathaway here.