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2018 ADC Awards - Advertising

#Blood Normal

Agency AMV BBDO / London

Client Essity Libresse Bodyform
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Annual ID

ADC_ADV18052S

About the Work

We still live in a world that shames and silences periods, leaving women feeling disgusting and men disgusted: almost 60% of women have felt embarrassed on their period while 50% have been period-shamed. But to end a taboo you must break it. And Bloodnormal broke many: showing period blood, acknowledging pain, intimacy and involving men in the conversation. We even used a broadcast ban to our advantage: highlighting the stubbornness of the taboo. However, shock isn’t the aim. Normality is. Because showing periods are normal is how you make periods normal. Our film was a springboard. Each scene contained an activation designed to infiltrate its message further into culture: we made period underwear, created a graphic novel, got a girl comic to write period jokes and gave away pad-shaped inflatables. Empathy is killing shame. With a reach of over 800 million and an overwhelmingly positive response, Bloodnormal is working.