Bodyform's new ad breaks the stigma of periods

The Drum’s ‘Ad of the Day’ is more like the ad of the century.

A 2-minute spot by femcare brand Bodyform shows the female experience when it comes to all things periods and intimate health.

Namely the confusion, shame, stigmas and traumas surrounding women's bodies and the lack of education we receive from our first period right through to menopause.

The fact that we are still fighting for our reproductive rights and adequate research on women’s health in 2024 is absolutely insane. But anyway.

‘Never Just a Period’ perfectly depicts the emotions we go through during our lives. We're often in the dark about what’s going on down there.

This ad highlights the dissonance between what we’re taught to expect and the reality of our experiences.

It showcases the absurd experience of having so little knowledge of our own damn bodies. And it’s arguably one of the best ads I’ve ever watched.

Scored by an all-female Greek chorus-inspired orchestra, the film humorously and emotionally explores experiences such as that terrifying moment of getting your first period (appropriately set at school, because how many of us first discovered theirs in a school lavatory?), the horrors of learning to put a tampon in, and being gaslit by a male doctor who tells you 'it’s just a period.'

In each instance, the women are notably alone, left to untangle the confusing world for themselves.

The ad also uses a poignant juxtaposition of the Victorian paintings of women with modern-day girls. This shows the audience that, for centuries, women have faced these educational gaps about their bodies.

'There is a huge gap between what we’re talking about and what we actually experience. And as a result, you can go through life feeling perpetually confused and afraid and ashamed unnecessarily, just because you have not been given adequate information,' Lauren Peters, Art Director at AMV BBDO, told Ad Age.

The campaign comes from the insight that, when it comes to feminine care, 59% of women wish they knew more.

Only one in five of those who menstruate felt 'calm and ready' to start their first period. Two in five (42%) feel the knowledge of their cycle has 'lots of gaps.' 90% know little to nothing about perimenopause. And only two in five have felt comfortable enough to talk to their healthcare professional about their menstrual health.

Again, how this is the case in 2024 is beyond me.

To make its argument, the film closes with a pointed and powerful question:

What do you wish you knew?

My own mind flooded with answers that are specific to me. So just imagine the millions and millions of similar questions women all over the world have.

The ‘Never Just a Period’ campaign will roll out across digital, social platforms and TV. In total, the brand has crafted over 100 unique assets.

Thank you, Bodyform. This is exactly the kind of important creative the world needs.

Three ways Bodyform aced this campaign:

They addressed issues so many people face.

This brand wasn't afraid to tackle the real-life confusion, shame, stigmas, and traumas associated with periods and intimate health.

By openly addressing these issues, Bodyform resonated deeply with their audience (e.g., me), many of whom have felt isolated and uneducated about their own bodies. This honesty and relatability is a really effective way to create a strong emotional connection with viewers.

They used powerful storytelling and visuals.

This campaign used a combination of emotional and humorous storytelling to depict the things we experience relating to our bodies, from the first period to menopause.

The compelling narrative, combined with an all-female Greek chorus-inspired orchestra, made the ad impactful and memorable.

They utilised engaging and thought-provoking messaging.

The poignant question, 'What do you wish you knew?' invites us to reflect on our own experiences and the information we didn’t have at the time.

This further emphasises the campaign's message about the need for better education on women's health. Through this messaging, Bodyform encourages ongoing conversations about important topics to get rid of the stigma attached to them.

-Sophie, Writer