Have you seen the new Bodyform advert?

Their only desire - and their brief to the creative agency - will be to increase sales.

Absolutely.

However, apart from ensuring equality in their own company I don't expect them to do anything.

That doesn't make me less happy that they have made an ad that recognises that periods and menopauses aren't discrete phenomena that happen to random people.

Body form definitely know what a woman is, don't they.

They know who their market is.

I'll be with the lady in the advert rolling around in agony every 3 weeks, ta. Nice to finally have it acknowledged

@HoneysuckIejasmine why do you feel better than a hygiene company has ‘acknowledged’ this in a cynical bid to sell more product? Serious question

I wish I'd known what endometriosis was. I wish I'd be warned beyond "some people have mild discomfort" and feeling like I was just weak and pathetic to struggle so much. My cramps are about as painful at contractions at the almost but not quite fully dilated stage. And they go on for days.

When my daughter is old enough I will warn her properly. I will make sure painkillers are fully available and I will fight tooth and nail for a proper diagnosis if I suspect it's beyond the ordinary. I don't want to scare her, but I want her to know she needs to be honest about how it feels so I can fight her corner.

Brilliant gave me a few tears

Oh my goodness, that is beautiful. Thank you bodyform. It made me want to cry. ♥️ I love it.

Having, in a previous life, worked in creative agencies for a decent while I assure you there is no desire for Bodyform to ‘tell it like it is’ or ‘tell women’s stories’. Their only desire - and their brief to the creative agency - will be to increase sales. They have determined that this is a manner to do it - and it seems it’s worked. The idea of ‘having a brand cause’ js massive in marketing at the moment

The question I would ask is - what are they actually DOING to support women - apart from making a multi million pound emotional advert that drives sales?

I really need to see this now. It's starting to sound more like a Year 7 public information film than an ad aimed at selling sanitary protection
Most users are already perfectly well aware of why they need it!!

That's amazing. I've never seen sanpro that even admits what it's for, much less is honest about women's reproductive cycles like that.

Brilliant!

Fantastic ad! All about us women and girls! Which is what it should be.

I wasn't expecting that when I clicked on it. So much my life of living with endometriosis, the agonising pain, the operations, and now the different trials of menopause. But the scan had me had crying like I haven't cried in years for my missed miscarriage in my first pregnancy after never expecting to be able to get pregnant. Very powerful.

No, I don’t like it either, I’m afraid, and I think it could be scary for young girls who are about to go through puberty. I don’t want my daughter to think she’ll be writhing about on the floor in agony -I know she might (in which case she’ll have my full support and I’ll try to help her cope) but it’s not a universal experience by any means, neither is dripping blood on the floor, having an enormous transvaginal ultrasound rod inserted, etc). I’m all for more realistic adverts for period products, but this one is trying to do too much and is including gynaecological and obstetric matters that aren’t related to sanitary towels at all.

@Shortfeet hormones and their fluctuations directly regulate every single process of the body. It has a huge impact on every aspect of one’s body and personhood including the mind, emotions and ultimately, one’s actual physical lived experience as a human being.

This isn’t just about emotions, it’s much more than that.

That was a brilliant advert and I will definitely be buying my daughters period products from them. I wonder are they starting to realise that they will get more support by continuing to recognise biology rather than pandering to the aggressive woke brigade. I can relate to the pain of endometriosis, the menopause, being caught out by my period, including blood drops on the floor, just too many to mention.

It's amazing to see a company doing something positive for women. Is shall definitely switch from always!

I loved it.

They’d better not back pedal by calling us people who menstruate.

Even if they did that, the ad exists and makes clear that these experiences don't all exist in little boxes that are distinct from each other - that actually having a period is just one of many consequences of being born with a female reproductive system.

I’m in the minority .
I don’t like the idea that women are a seething mass of emotions based on what’s going on in their womb .

He liked it...apart from the part where the couple were having sex. Couldn’t see the point in it

I actually really liked that bit as it showed that having female anatomy can be a lot of pleasure, not just pain. Also because I don't have children (and don't think I want them) the sex + relief at getting your period was the most relatable bit for me.

I really like this!!! Though crazy that portraying reality of women's biology is groundbreaking!

I think some of the women in the Ad did have fairly trouble free periods.