It's news to no-one that periods, even today, are kind of taboo. The fact that women bleed from their vaginas is apparently a little bit of an uncomfortable thought for some people. The people who need to get over it.
Period adverts haven't helped break it down, mainly because of their insistence on using blue liquid to represent blood and women in white and other excruciating stereotypes. That is, until now thanks to Bodyform who have launched their Red.Fit campaign with the tag line that 'no blood should hold us back'.
It’s been a long time coming and it's important to remember women in many areas of the world sadly don’t receive the help and support they need in dealing with their periods.
In their video (aptly named 'Blood') women are shown doing a range of sports and actually bleeding, meaning that for the first time ever, blood is blood. Not blue liquid.
They've created even created system by which women can 'keep fit right through your body’s monthly cycle' comprised of four phases – Bleed, Peak, Burn, Fight – with help from a sports scientist. This is so women can better understand what's happening to their body through the month, and get the most out of their exercise.
If you thought you'd seen some awful period adverts, here's some that probably should never have existed:
1. Lil-Lets
Mate, they asked for tea? I don't get it.
2. Pristeen
This. I can't even. Because, y'know, your 'down there' isn't very clean is it? And you want to be an 'attractive, nice-to-be-with girl', don't you?
3. Tampax
This literally translates to 'I am like a fish in water' so the suggestion is that the tampon is comfortable in it's surroundings but a fish? Really? Definitely encouraging some deliberate and not-so-nice connotations there.
4. Sofy BeFresh
This one understandably got a lot of shit in 2015 for it’s double whammy of fat shaming and period shaming.
5. Pursettes
The fact that tampons and virginity could even be linked is concerning.
Like this? You might also be interested in:
Girls In Nepal Share Pictures Of All The Things They Can't Do When They're On Their Period
Girl Gets Menstrual Cup Stuck. Destroys Her Bathroom With Period
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This article originally appeared on The Debrief.