Client: Bodyform

Date: October 2017 

Type: Consumer 

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In October, leading feminine care brand Bodyform dared to go where no other brand had ever gone before with the launch of its new #bloodnormal campaign. The campaign, which comprised a provocative new online advertisement, showed a realistic depiction of period blood for the very first time, replacing the infamous blue liquid with a ‘blood-like’ red substance in an attempt to challenge the taboos around periods. 

Myriad led the external communications strategy, securing coverage in major titles including The Huffington Post, The Guardian, Metro, Grazia, Cosmopolitan and Good Housekeeping. The response on social media was enormous, with the news being shared by influencers, NGOs and even celebrities.  The reach for the campaign totaled 752 million across 393 pieces of content.