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2018 One Show - Cross-Platform

#Blood Normal

Agency AMV BBDO / London + Somesuch & Co / London

Client Essity Libresse Bodyform
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Annual ID

OS_CP18008B

About the Work

We still live in a world that shames and silences periods, leaving women feeling disgusting and men disgusted. But to end a taboo you have to break it. And Bloodnormal broke many: showing period blood, acknowledging pain, sex and involving men in the conversation. We even used a broadcast ban to our advantage: highlighting the taboo’s stubbornness of the taboo. However, shock isn’t the aim. Normality is. Because showing periods are normal is how you make periods normal. But it’s just a springboard. Each scene contained a real-world activation, infiltrating our message into culture. For example, we produced designer period underwear with French brand Dessu. Gave away pad-shaped inflatables. Created a graphic novel. Launched a film bursary. And got a famous twelve-year-old comic to write period jokes into her routine. Empathy is killing shame. With a reach of over 800 million and an overwhelmingly positive response, Bloodnormal is working.