This girl can advert. Tampon string

[Looneytune253]

Why does this advert show a close up of a woman's bottom getting ready with a tampon string hanging out? I don't get it, is it supposed to be empowering?

I can’t read the comments on this thread anymore... people just like to take offence at everything. Fucking everything. The music ( I’m guessing is too urban). The diverse bodies are too contrived, The word girl is too patronising, the tampon string is too periody and we mustn’t ever discuss periods because it’s just one step too far. FFS get a grip.
Yes!

@OnABeachSomewhere, you have to be kidding. Until recently the default for any ad involving a man had to show them being incompetent and clueless. Only recently has there been a direction from the ad authority trying to change that.

This ad is all about women of all types, pushing themselves and feeling strong and good about it. Seriously, what's not to like?

To those saying 'oh, now girls will think that's what you're meant to do ... but isn't that absolutely telling? That there are so few scenes that show women with tampons in (as opposed to women naked, say...) that this ONE scene is going to set the entire framework for how girls view tampons ... that's a lesson for visibility, I'd say...

I like these adverts for the most part, the first one was excellent and it has been a massively successfully campaign. I too however feel the tampon string more than a little strange. I can’t imagine it was a woman’s idea, because women know that other women do not leave tampon strings hanging out of their underwear.
Periods do stop people doing sport. I hate going to the gym when I am on my period because I’m terrified of leaking. I’m thinking of trying period pants as well as tampons (slight detour there). A campaign that addresses his will help many girls and women. It would be useful to hear how professional athletes cope with periods. Either way it’s prompted conversation.

FWIW I think that period underwear is going to become the norm which will I think make things easier, no strings, no pads coming lose etc. Expensive at the moment though.

It's just illustrative. Not everything in life is going to perfectly adhere to your tastes, ethics and viewpoints, whilst it may encourage some women to get active even on their period, it's going to get some other people riled up like we see on this thread. You can't win.

It would be useful to hear how professional athletes cope with periods

My two SIL's are professional athletes (runners) and I've asked them this question. They said they have very very light periods that last about 2 days and they can get by with just a ball of cotton wool placed there.

No clue of thats representative of other female athletes though.

I should've added that I think I've read somewhere that lots of exercise and certain diets do reduce period length and flow. Might be why my SILs get by so easily.

I can’t imagine it was a woman’s idea, because women know that other women do not leave tampon strings hanging out of their underwear

Exactly.

I just cringe because its uncomfortable as a tampon wearer to see that and not remember that cervix jolt of the dry tampon removing itself because I did it when I was about 13 before tampons were truly "slender" I thought I had physically damaged myself and even now in my mid forties I tuck the string up so it doesnt happen again

So I wont watch it twice because who wants to cringe

The ad was written and directed by women

SENIOR COPYWRITER: Sarah Lefkowith

SENIOR ART DIRECTOR: Nicole Chen

SENIOR ACCOUNT DIRECTOR: Emily Whiteaway

CREATIVE PRODUCER: Hanna Davis

CREATIVE PRODUCER: Russ Mallows

I suppose the message is "This girl can..." do anything apart from use a tampon correctly

I can’t read the comments on this thread anymore... people just like to take offence at everything. Fucking everything. The music ( I’m guessing is too urban). The diverse bodies are too contrived, The word girl is too patronising, the tampon string is too periody and we mustn’t ever discuss periods because it’s just one step too far. FFS get a grip

Indeed. Fucking hell.

Fairly certain it would have been difficult to have an advert approved with a woman naked from the waste down just so the tampon string showing was completely realistic. If they had used sanitary towel wings, there would be posters falling over each other to say 'but you can't swim in a sanitary towel'. Although, obviously there would then be a debate from those with very heavy flow who can't / don't want to swim with a tampon either. So, sure, let's just pretend periods don't happen.

I think they're great adverts and a very worthy campaign.

Not sure what it is advertising or trying to say.
There are women doing sports.
How is this significant?
And the tampon string? Bizarre. I don't really give a shit about it, but I don't understand the point of it either.
Is it a tampon advert? Some of the women are post menopause so I'm not sure if it can be a tampon advert.
I think you could say it was truly lost on me!

The argument about some women not swimming with tampons is exactly the same as some women not wearing pads. There will always be some people who can't/don't. Which is exactly why showing the wings of a pad - if indeed it was entirely necessary to show a menstrual product in use - would have been better: it would at least of been correct.

From what I've heard some women who swim swear by not needing a tampon in the water, because the bleeding stops while they're in the water. I cannot imagine ever being brave enough to test that one out! And what happens when you get out of the water?!

God forbid an advert, with a 1 second gap to try and convey that a woman is on her period; uses a tampon string as a shorthand to show that.

And god forbid an advert with a limited amount of time isn’t able to shoehorn in EVERY SINGLE issue that women face - and in fact are criticised for “box ticking” when they try to show a range of issues!

There’s some really good suggestions of other barriers to women (harassment; heavy flow; menopause etc) - why not write to the organisation suggesting they cover that in a future ad?

I just don't understand why the incorrect placement of a tampon is being used to advertise anything. No woman or girl would wear a tampon like that... so who is that string there for?

oh! I see... They can't just say "On her period" they have to show it. Even if the image is incorrect!

Feels more like a grab for some advertising award that anything aimed at real women who may, or may not, use tampons.

Those who already use them will laugh at the stupid graphic and those who don't might be put off by the hanging string!

So again, who is that graphic for?

I like the concept of encouraging all women to exercise. @Armi said it works for her so that hits the mark.

I’m not horribly offended by the string, I just think it’s unnecessary and accomplished nothing.

If girls need education about exercise and their monthly cycle, this doesn’t do much in my opinion.

I want men to revere women and view us all with respect. I don’t think a camera shot of one of our butts with a string hanging out encourages that mindset.

I’m not ashamed of my body or the way it functions. But this whole “normalization” thing just seems like social justice born out of privilege. The women and girls that need the real help don’t live in the UK and don’t have televisions. They don’t have tampons or climbing walls. They don’t run in marathons. This commercial with the string is probably more proof to their misogynist governments that western culture is sick and women have too much freedom and power.

Applicator tampons are vile. Applicator free without undoing the string 👌🏻

It’s fine imo.
However. I don’t get the whole ‘you can/should do sports while you’re on your period!’ Yes I know. I don’t fucking want to though, I want to curl up in a ball and cry.

@OnABeachSomewhere

I don’t think men would be interested in embarrassing adolescent males with commercials about what they experience during puberty.

Omg. Imagine if we had to deal with Men crowing about empowering boys through sharing the details about their biology. “It’s time to normalize spontaneous erections! Boys should be proud of this, not try to keep them hidden! How dare we teach them to keep that private!”

I'm all for empowering women and girls in every aspect of life but how the hell does showing an off kilter, extra long string, from a tampon supposed to show empowerment.

All it shows to me is the advertisers want to be thought of as edgy and right on. All very 'look at us and our daring add'; bit silly really.

Surely all they had to do was show one of the women grabbing a tampon and heading off to the loo in sports kit.

At least that would have been accurate.

How woke