New Bodyform Campaign Breaks Tradition - Total Women's Cycling

Latest news, reviews and features for women who like to ride.

Share

News

New Bodyform Campaign Breaks Tradition

What was that mystery blue liquid anyway?

Do your tampons and panty-liners make you feel like dancing in a meadow of flowers, care free with your white dress flowing around you?

A drastic move has been made by feminine hygiene brand, Bodyform, to get real and ditch the overly happy menstrual dancing women, and that blue mystery liquid, in favour of something a little more gritty.

For years, the women’s menstrual cycle has been considered a media taboo. Blue liquid is commonly used in demonstrations to make it “less real” for viewers. Even the word “period” only began being used in advertisements in the 1980’s.

Why is it like this though? Periods are a natural part of a woman’s life – since the dawn of time – and yet they get sugar-coated, avoided and skirted around by the media, social convention and even society.

We thought Bodyform were a little bonkers with their #Femoji’s campaign, taking the awareness of the menstrual cycle to social media chat channels by introducing icons for hot water bottles, sanitary towels and bloody knickers. But it looks like they’ve redeemed themselves with something a little more serious…

Bodyform “Blood” Campaign

Bodyform have launched a new campaign to further the awareness of periods, to show it in a way that normalises it… without the meadows and false smiles.

Their new advert shows real women enjoying the sports and hobbies they love and not letting anything stop them, not even a little blood. Skaters, bikers, rugby players and ballet dancers get injured, we bleed and we may cry, but we get back on the saddle and power through.

Why should period blood stop you from doing that? It shouldn’t.

This new advertisement addresses a number of new things for menstrual marketing. First and foremost, real blood. We’re exposed to violence on TV, bloody fight scenes, hospital dramas and documentaries. Period blood is no different, and it shouldn’t be.

We love the real gritty passion these woman have for their favourite sports, and we of all people know injuries do happen, blood gets shed, and we get back on it.

In addition to this, we love the strength in women and reinforcing the fact that nothing should get in your way. Having your period sucks, it’s annoying and your emotions are waging war, and even though you make not feel like cycling, you really should.

With plenty of information on their website, Bodyform has worked hard to break the taboo of periods and educate even us women on why periods shouldn’t stop you from doing what you love most.

This bold new move from Bodyform gets a salute from us. For more information about your periods, fitness and training, head over to the Bodyform website.

Share

Newsletter Terms & Conditions

Please enter your email so we can keep you updated with news, features and the latest offers. If you are not interested you can unsubscribe at any time. We will never sell your data and you'll only get messages from us and our partners whose products and services we think you'll enjoy.

Read our full Privacy Policy as well as Terms & Conditions.

production