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Periods are normal

On 17th October 2017, leading feminine care brand Bodyform continued its mission to tackle the taboos surrounding periods with the launch of a pioneering new digital campaign, #bloodnormal. 

On 17th October 2017, leading feminine care brand Bodyform continued its mission to tackle the taboos surrounding periods with the launch of a pioneering new digital campaign, #bloodnormal.

Central to the campaign was a provocative new ad, which was the first-ever to show a true-to-life representation of period blood. The ad helped to redefine the norm by simply depicting something that is seen by so many every month. It’s just a little blood, and it’s completely normal.

The choice to ditch the unrealistic blue liquid immediately captured the attention of the press, who lauded the brand for its bold and industry-leading approach.

Thanks to Myriad’s strong contacts and robust communications strategy, the campaign secured coverage across major mainstream national and consumer press, as well as radio and broadcast. Keynote pieces coverage include: The Huffington Post, Metro, The Guardian, Cosmopolitan, Refinery 29, BBC News, Jeremy Vine on Radio 2, Radio 5 Live Drive and Loose Women.

The reach for the campaign totaled 752 million across 393 pieces of content. What’s more, thanks to discussion around the video on social, the campaign hashtag also became a UK trending topic on Twitter.

To support the campaign, Myriad PR is also working with Bodyform to break period taboos in UK schools with bespoke educational classes run by experts at The Self Esteem Team. The classes, which are provided free to schools, will tackle issues associated with mental health and self-esteem, as well as the taboos surrounding menstruation.

For examples of coverage secured by Myriad PR, please see the below:

The Huffington Post -
https://goo.gl/pZ9SoQ

The Debrief -
https://goo.gl/2xBaWd

Metro -
https://goo.gl/oYD8Xz

The Independent –
https://goo.gl/nVr4gX

For more information on the Bodyform #bloodnormal campaign, and to watch the video, please visit https://www.bodyform.co.uk/our-world/bloodnormal/

“Periods are normal. Showing them should be too”