Sanitary towel advert features red ‘blood’

Image copyright Bodyform
Image caption Bodyform’s advertising campaign also shows a man purchasing sanitary towels

Bodyform has become the 1st brand in the UK to feature hygienic pads stained with red water, rather than blue, in its adverts.

Parent company Essity mentioned it wanted to confront taboos encircling periods.

The particular firm says research discovered 74% of people wanted to see a lot more honest representation in adverts.

Bodyform’s video campaign , #bloodnormal, shows a woman in the shower along with blood running down her upper leg and a man buying sanitary bath towels.

It follows the 2016 advert where sportswomen had been demonstrated muddy and bloodied while doing activities like bike traveling, boxing and running.

With the slogan “no blood ought to hold us back”, it showcased a sanitary towel on a TELEVISION advert for the first time.

Image copyright Bodyform
Image caption The new advertisement features a woman in the shower

Sanitary manufacturers and adverts have traditionally elected to use blue liquid in order to symbolize how much moisture their pads holds.

The new campaign continues to be mostly well received.

Image copyright Bodyform

Essity, the business which makes Bodyform, said it desired to “challenge the stigma around periods”.

Tanja Grubna said: “We believe that like any some other taboo, the more people see it, the greater normal the subject becomes. ”