Libresse global campaign seeks to challenge period stereotypes

A new campaign by global feminine hygiene brand Libresse is set to encourage a more positive cultural exchange with regards to menstruation.

The campaign was based on a global survey by the feminine hygiene brand that highlighted what Libresse says all modern women know: ” Periods are one of women’s biggest concerns, however they do not dare to  speak about it.”

The survey sample included over 10 000 men and women aged 13 to 50 from countries France, UK, Netherlands, Sweden, But Mexico, Argentina, China, Malaysia and South Africa.Furthermore, the initiative titled #BloodNormal hopes to end period shaming by showing realistic depictions of periods in a short film.

The film shows scenes showing a guy buying pads, a woman asking for a pad across the dinner table and school children passing a pad across the classroom send a strong visual message that periods are normal. Towards the end of the film we see women who are in pain, while the blue liquid has at last been replaced with a more fitting red.

(Click here to view film)

Libresse brand manager Mpho Nojiwa says for years women have been subjected to the discomfort of openly addressing menstruation conversations and testosterone – fueled stereotypical ideas that men don’t buy sanitary products. #BloodNormal aims to debunk myths and educate society about normalising periods by confronting these sort of gender -biased stereotypes.

“There has been a huge gap for health education on puberty and adolescence. It is crucial that we engage girls in health education in order to demystify menstrual – related myths and break down societal taboos,” says Nojiwa.

Internationally, the integrated campaign also included elements such as “period underwear” created by French lingerie company Dessu, pad-shaped pool floats, which was a short film competition and even stand-up comedy performed by 12-year-old talent Saffron Herndon

“Girls need information and it’s our duty as parents to shift the harmful gender norms that surround menstruation. #BloodNormal aims to change mindsets, spark conversations, and allow women to embrace periods”, Nojiwa concludes.