And up until now, no sanitary pad commercial has ever shown what it truly is: RED, BRIGHT, BLOOD that STAINS.
Bodyform have created the advertisement that is tackling this issue head on, and we're sooo here for it.
Take a look!
The company is pretty well aware that periods aren't something that anybody should shy away from talking about. It's natural, and part of everyday life for women.
The company has launched a #bloodnormal campaign, and kicked it off with the incredible advertisement.
In the ad, period blood is shown in two different forms: one being realistic red liquid poured from a test tube onto a pad to show absorbency, and secondly, with blood running down a girls leg while she's showering.
Well we've all been there!
They also show a man buying a packet of pads in a convenience store. Ya know, without being awkward or embarassed about it.
*praising hands emoji*
Research conducted by the brand found that one in five women felt their confidence was damaged because something like periods haven't been discussed openly, so the ad was an attempt to rectify that.
"We know that the 'period taboo' is damaging," said Traci Baxter, the marketing manager at Bodyform. "It means people are more likely to struggle with the effects of period poverty, whilst others struggle with their mental health and wellbeing. As a leader in feminine hygiene, we want to change this by challenging the taboo and ultimately removing the stigma, making it even easier for anyone to talk about periods, now and in the future."
Amen to them.