Last week, AMV BBDO’s #BloodNormal campaign for Bodyform and Libresse fought to break a longstanding taboo in advertising – showing period blood. Here, the creative partners behind the ad, Nadja Lossgott and Nicholas Hulley, write for It’s Nice That about making the film, and their shock when it was banned worldwide.
Even discussing what we wanted to do, provoked a reaction. Many people told us, “yeah we get it, but you wouldn’t show poo or urine”. The fact that people reach for an analogy of excrement when a closer analogy exists – other blood – seems to prove the scale and depth of the taboo and what we are up against. All we were asking is that period blood be treated like any other blood routinely shown on screen.
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