Libra takes a stand to normalise periods with #BloodNormal campaign
Libra is taking a stand to address the stigma surrounding women’s periods by launching the #BloodNormal campaign in Australia and New Zealand.
The ads openly show the experience of a periods and period blood, showing a series of young women in every day scenarios such as swimming, showering, having dinner with friends and working whilst having their period.
The ads also reject the current advertising trend which uses blue liquid to demonstrate the absorbency of pads and tampons, instead using a more realistic red liquid.
The #bloodnormal campaign was created by British creative agency AMV BBDO last year, and has now been adapted for the Australian market. In 2018, the campaign won the Glass Lion for Change at Cannes.
Libra has engaged Eleven PR for the Australian campaign, which will launch an influencer campaign with the manifesto ‘Bloody Awesome’. The slogan will also be printed on T-shirts available for purchase with all money going to women’s charity Share the Dignity.
Libra has also worked with the writers of Ten program Neighbours to incorporate a storyline regarding periods into the show.
Caitlin Patterson, executive general manager of Asaleo Care’s retail business unit, said: “For Libra, as the only Australian-made brand of feminine care products, it is so important to us that we employ local creative talent and assets to help us to amplify the message to Aussie girls and women that periods are normal.
“Periods are a normal part of life, but largely ignored by mainstream media. They simply don’t feature in the representation of female characters that we see every day.
“As a leader in feminine care that has been manufacturing in Australia for over 40 years, we have been challenging the stigma around periods for decades, however this research has highlighted just how far we have to go.
“We believe that like any other taboo, the more people see it, the more normal the subject becomes. We want to lead the way with a campaign that tackles the issue in a positive way, showing periods in action in everyday life truthfully and honestly – because we really care about the wellbeing of Australian women and girls.”
The 30 and 15-second TVCs will air on Ten.
Australian Credits
Overport – social media
Channelle Calderwood – Creative Director
Leah D’Sylva – Account Director
Gemmah Irving – Account Manager
Georgia Donaldson – Community Manager
Yoke – website
Phoebe Dann – UX/UI Designer
Ryan Nadzielski – Creative Director
Michelle Burgess – Digital Production
Marah Houlihan – Key Account Director
Eleven – PR
Russ Tucker – Group Creative Director
Katrina Alvarez-Jarratt – Creative Director
Amy Ashworth – Group Client Partner
Maggie Stergiopoulos – Business Director
Reegan Saiani – Business Manager
Meredith Besseling – Creative
Anne Lau – Creative
Charlotte O’Rourke – Production
OMD – Media Australia
Antonia Glezakos – Managing Partner
Penny Shell – Melbourne Head of Product and National Head of Planning
Valerie Murphy – Account Director
Hannah Nickels – Account Director OMD Create
PHD – Media NZ
Morgan Johnston – Digital Planner
Abby Parkin – Group Business Director
Nureete Burnie – Senior Account Manager
Libra
Caitlin Patterson – Executive General Manager – Retail
Laura Demarchi – Libra Marketing Manager
Nicole Sherwin – Digital Marketing & eCommerce Manager
Disgusting
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This is absolutely ridiculous! TV is watched by all ages! How do you explain this add to young children?! Is nothing sacred anymore?
Libra you should be ashamed of yourselves.
You have lost one customer here.
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Gross!!
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It’s a horrible I will not buy another one of there products .
It turned me off my dinner .
Shame on you for such a horrid add. Gone way to far
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Really when did we ever think that periods are not a not
Normal part of a women’s life. Truely can’t believe you think that we have to be shown this type of advertising. So is the shock value just to get your brand out their for sales.
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My son saw this and I was totally embarrassed and disgusted. Periods are normal for 50 percent of population. Defecating and urinating is 100 percent…why not show that.
All are disgusting to show yet natural I as a female am disgusted by feministic manner this company has used to sell a product.
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Do we seriously need the likes of you to tell us menstruation is normal! Advertising has reached a new low. Lift your game. Boycotting your brand.
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As a woman, I am saddened that in the attempt to normalise we need to show every aspect of a period. Normalising doesn’t mean every detail of something so personal.
It leaves me concerned about what will need to be ‘normalised’ next!
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Disgusting , as a woman I found it offensive & in poor taste
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Disgusting and offensive, seriously who was the moron who came up with that !
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This is not an appropriate commercial to sell a feimine product. We all know about menstration. Is it appropriate to show a man ejaculate into a condom to show the benefits of safe sex. This is not appropriate for younger viewers. Leave this to parents and sex education teachers. Who are the people deciding what we have to watch.
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‘launch an influencer campaign with the manifesto ‘Bloody Awesome’
A serious conversation diminished by a lame PR concept.
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Should we have sex on the lounge room floor, so we can teach our children it’s normal. Sex is a part of life, we need to have a period to continue the species. This commercial and it’s imaging is discusting and inappropriate at anytime for all time slots or any audiance. Young or old.
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Has totally overstepped the boundaries with this presentation.
What about the emotional stigma this type of advertising this creates.
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What did I just see. I’m disgusted. Will NEVER buy another product or any product related to your Company again.
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Finally. Can we now get the same thing happening for toilet paper?
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It’s really disheartening to see people in the comments section of this article slamming this campaign. From a young age women are told that periods need to be a “hushed” conversation and you shouldn’t tell anyone when you have your period for the sake of not being embarrassed. Libra and this campaign should be commended for tackling and breaking the stigma that young girls and women feel about their periods. Seeing period blood in an advertising campaign is a step in the right direction to opening up discussions and educating young girls AND boys about periods. And the comparison between mensuration and sex education in advertising is completely different and seperate discussions.
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I understand and appreciate what this campaign is trying to do – to de-stigmatise periods and make them ordinarily natural – but there’s disruptive, and there’s eye-rollingly unnecessary.
While I wasn’t a fan of the Kotex U ‘Beaver’ ads (largely because beaver is such a juvenile male’s slang for a vagina) they at least tried to approach the issue with humour and encourage women to be fond of and kind to their pink bits. (Most of the YouTube comments support my ‘juvenile male’ descriptor). https://www.youtube.com/watch?v=RkkTeAP8d5o
HelloFlo in the US (a notoriously conservative country for subjects like this) have done it so brilliantly, demystifying and ‘celebrating’ the fact that periods are normal and intrinsic to our lives and even bringing men and boys along for the ride, talking to people of all ages like they are intelligent and, above all, have a sense of humour about what can be a literally and figuratively messy subject. Probably my favourite ever campaign for periods. https://www.youtube.com/watch?v=NEcZmT0fiNM
Finally, what happened to Libra’s sense of humour? Sarah Barclay and Sarah Hatherley wrote this groundbreaking ad for Libra back in the mid 90s when it launched in Australia; they used ‘blood’ in a far cleverer way and made the same point as this unfortunate campaign, but with edge, creativity and wit. https://www.youtube.com/watch?v=GRvcG3O7B0o
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I’m not surprised by some comments here not all ads will ever appeal yet got the masses attention whether one likes it or not so very well done!
A pretty blue colour used in tacky old period advertising to represent blood haaa was always ridiculous to begin with. Respect.
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Hi, I have a suggestion. How about instead of hating something that may benefit young girls who have grown up with awful connotations attached to a natural part of their lives, you can keep that negativity to yourself.
People have been going on about how this is disgusting and young children will see it, when children see violence, blood and gore through video games and TV shows and that seems to be easy enough to explain away so maybe keep the inherent misogyny away from their young impressionable minds so that the future may actually be a better place for everyone.
Dunno just a suggestion from a woman who’s sick of hatred
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Tell them that half of them will start bleeding out of their genitals without any control for one week every month, and they will be made to feel ashamed, scared and in the dark about it. And if they don’t, their wives, sisters, girlfriends, housemates and daughters will go through the same thing.
And frankly Cindy, it sounds like [Edited under Mumbrella’s comment moderation policy]. So I doubt Libra will be worried about your loss of business.
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Brave. May achieve a generic benefit but not sure that the brand will be rewarded. This messenger may well and truly be shot.
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if the goal was to showcase this to young women, why not launch it across BVOD/Catch Up, targeted specifically to that age demographic and gender?
This is more of a sensationalist campaign pushing a narrative that doesn’t exist. There is no equivalency across any other human bodily action that has been made into a campaign.
In terms of educating young boys, can you please explain how this would have any benefit? Do we currently have a problem in society with young boys confronted with periods?
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I would expect some of these comments from the general public but not from the marketing and communications industry?
No wonder the overall standard of work in Australia is so lowest common denominator – There are some brilliant exceptions to this obviously – but the self censoring of provocative work is an issue.
It’s no wonder creative and strategic talent head to London
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To de-stigmatise something such as periods, is definitely an important thing. It must be done with tact however and ought to respect families choice as to when a chid should be introduced to such a subject.. especially visually. Children are so draw to the visual & will be even more drawn to the tv screen. I saw this add during a show in a 7.30-8.30pm timeslot. This means many young children below ‘menstrual education’ age will see it. Do we really need to have young boys in particular seeing it? I can tell you, boys will only make fun of girls more for this, if opened up to it too young. Many are too immature to handle it well. Plenty of people are ‘grossed out’ by blood, even passing out at the sight of it, even if they are not offended as such. We don’t need to de-stigmatise periods by shoving the idea of blood in people faces, just create a clever add to increase people’s acceptability and respect of the subject. Quite a lot of the add is great… Blood running down a leg & undies reflecting blood staining. COMPLETELY too far!
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Gross, why not show chickens getting their heads cut off to advertise KFC – I will never buy This brand EVER again
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Great idea Adele.
I’m off to work on the safe sex ad.
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Normalising menstruation is hugely important in society, women shouldn’t need to feel ashamed by something so normal and men shouldn’t be “protected” – how pathetic.
Meanwhile we have [Removed by Mumbrella as we suspect it accidentally used the incorrect company name] normalising misogyny with. their campaigns. Come on people, there are bigger fish and Alan Jones’ to fry.
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Couldn’t of said it any better if i tried!
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Actually, you could “have”
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Shocking, vulgar, explicit and in very bad taste and embarrassing for all viewing. What takes place in private in a bathroom does not need to be splashed all over TV. Whoever is responsible should be fired!! I will never support this brand!
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Libra Transgender ad from years ago, they really know how to disrupt and get their brand out through this type of promotion… if the link gets removed from here, just search for it online: https://www.youtube.com/watch?v=9bf95DdghZ0
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28yo Male.
Asaleo care(parent company) only has 1 woman out of 6 positions on the board. Considering they’d committed to 50% by 2018 thats not good enough.
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I am disgusted in this ad. This is a choice to show our family members this. It was on TV at 4pm when my child was around.
I won’t be buying this brand again.
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Mumbrella seems to have opened up a rift in space and time. This and some other comments have managed to leak out directly from 1950’s suburban Australia.
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For God’s sake, what is the world coming to.
Its all about media and response.
Libra, I think every body knows the color of blood.
There is no shame but there is no need to show this to the world. I
Next will be a commercial showing how to have a poo.
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Really surprised and disappointed by the overwhelmingly negative response from our industry on this. The ad is nowhere near as graphic as commenters are suggesting, and it’s nothing that 50% of the population hasn’t seen before. Well done Libra for de-stigmatising periods.
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this is outrageous.
telling your daughter about periods is a job for her mother, at a time she decides is appropriate.
This is disgusting and not suitable for any children to see.
totally unnecessary.
will boycott librat
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Wow! What can I say? Totally inappropriate on so many levels.Yes, this is a normal bodily function for women. Whilst many women find this an inconvenient and unpleasant part of “womanhood”, I doubt they find it shameful or embarrassing unless they are sporting white jeans and using a poorly designed LIBRA pad or tampon. This advertising campaign was clearly initiated by woman who have absolutely no clue on what is appropriate for public viewing. I’m quite certain that you’d be hard pressed to find a male who will happily sit and watch this ad without turning his stomach or finding it offensive. Thanks Libra for completely diminishing our discretion and female dignity. Just let us embrace our feminine quirks in private rather than making a spectacle of us. NOT BUYING LIBRA AGAIN!!
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Well that was totally inappropriate…….
My sons sat there with a look of horror on their faces…..
My husband didn’t know where to look…
And my my poor teenage daughter who was sitting between them all was mortified, totally embarrassed and uncomfortable…,
So thank you for this pathetic commercial…..
Please do a commercial for pooing and let us see the shit on the toilet paper….
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Honestly, WTF? Why even draw attention to this?? No one said there’s a stigma to periods. This is just another pathetic attempt of feminist women to have the focus on them. I am a woman, and although there is nothing wrong with having our period, there is zero reason to have it displayed in such a crass manner.
Completely disgusting commercial!!
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Just saw this add on tv..it’s hideous!
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Ok you’re attempting to normalise periods… why? It’s so unnecessary.. simply a marketing ploy that all the radical feminists, with nothing else to do, will idolise.
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We all know what periods are. This is a completely unnecessary commercial. Why do you need to jam this down our throats. Girls get their periods, we get it. Im a girl and I’m not comfortable with this being shown on TV. Im sure there’ll certain types who’ll have to argue for the sake of arguing. Jump on the bandwagon as always.
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Disgusting advert. Most embarrassing sitting next to my son when this ad is shown. Will never buy Libra again. Is nothing sacred anymore.
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Totally over the top and way too gross for me. Very inappropriate especially during family viewing time.
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Shit and semen is natural so maybe we should paste that all over tv advertisement
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What a ridiculous add. You have young girls watching that don’t even have any idea what a period is. I am talking 6-8 yrs approx. And at their stage of life don’t need to know. They grow up fast enough these days! Take it of TV. I am 65 yrs and have four grandchildren and a great grandaughter. And proud to be a woman.
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Never buying Libra again. What a joke.
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Advertising has reached a new low. Never buying Libra again.
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Absolutely disgusting!!!!! WTF!!??? Classless!
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So your tag line is “make periods normal”. Periods have been normal since the beginning of time. Your vulgar, unnecessary and pointless commercial doesn’t all of a sudden make them normal. As a female, I don’t need to see blood dripping down a girls thigh, or blood on a pad to realise that this is a normal bodily function for a woman. If anything, you have made a large population uncomfortable due to your inconsiderate actions. Who came up with this? Oh wait, it’s very easy to know who would have come up with this. It’s your typical man hating, hardcore feminists who’s mission is to make men uncomfortable simple because they’re men. Lets rub it in the worlds face because we’re women. What is your agenda? What’s next? Absolutely fucked.
#banit
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this is so bad really bad
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Filthy ad. I have never seen such garbage.i am speechless.my family and i were enjoying our night watching tv when this disgusting ad came on.i mean really? Very poor choice in advertising.You really need to remove this flith!!!
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I will never buy this brand again, my 12 year old daughter hears comments from boys at school about how periods are gross and this confirms it for them to continue making such rude comments to these young ladies who are starting this journey. They do not need any more embarrassment shoved in their faces , where blood is dripping down a girls legs c’mon !!
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Exactly what think too.Disgusting ad.
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I am a woman and a feminist, but I agree with the majority of the comments here.
It definitely went too far.
I’m all for abolishing the stigma around it but also, people like to sit down at night, have dinner and relax. It doesn’t feel like an appropriate time to put this particular ad on.
Maybe even just put it online as an ad instead?
It is just too graphic for dinner time.
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Disgusting…Embarrassing for Men and boys… No modesty for girls… Should I show you mine and you show me yours…… would you like THAT???? Your agency is disgusting and I think low of channel10 airing such filth!!! I’m a Mother of 5 … I’ve never spoke in front of men and boys when I have my period… why do they and viewers need to see that!!!
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Totally agree!
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I find this campaign awful and not necessary. I don’t need to see excrement on toilet paper commercials to comprehend that defecation is normal.
I don’t need to see coughed up phlegm on cough mixture expectorant commercials to understand that chest infections are a normal part of life. Just as I don’t need to see urine soaked or poo filled nappies to realise babies needing regular nappy changes is a normal part if life.
I happened to be eating when Libra’s confronting and distasteful commercial was aired. Libra have lost this customer.
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Agree total garbage! Remove this crap off T.V.i am so disgusted too
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Really? Soooo many more offensive ads than this FFS
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I will NEVER but Libra products again. This is ridiculous!!!!!!!
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Totally agree with you. Its a joke
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Agree .Filthy disgusting ad .remove this garbage
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Agree totally awkward .Totally wrong and needs to be removed immediately.
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I am a woman and find this ad soooo inappropriate. I have a 12 year old daughter who has just got her first period two weeks ago. I sat her down and we had a really beautiful bonding moment, and now we have something that is special to both of us and women around the world. This ad took women back 10 years. Very wrong
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Alesco care is the company responsible for this this brand and obviously signed off on this “shock advertising”, this type of advertising is designed to break through the advertising “clutter” to capture attention and create buzz…. the “mantra” of being a social hero of creating awareness is a distraction for what’s really going on here – to increase their sales and profit through brand awareness (be it good or bad).
In my view their Alesco’s moral, ethical standards and values are severely lacking – and definitely don’t reflect our families view of what’s acceptable to view on TV.
As Alesco have decided to impose their TV ad to our family without consideration for our views, we have decided to no longer buy any of their brands.
Good Buy Alesco Brands
http://www.asaleocare.com/our-brands/
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As a woman I am totally Disgusted with this Ad ?
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OMG…the poor young girls sitting with their boyfriends are going to be so embarrassed. I would fire the person who came up with that add campaign! Get it off!!!
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I’m pretty open minded but this is disgusting and from this point on, I will cease purchasing any further libra products. It’s annoying enough that as women we have to put up with things like periods and pap smears and yes I think it’s great that we’re open about the human body and what a woman goes through but seriously, do we need to actually see a woman pulling her pants down and exposing a soiled pad!!?? That’s gone too far. Please leave us with a bit of dignity at least. If we have to have a period, at least allow us to do it with a bit of grace and keep our bodily fluids private. What’s next? Pants being pulled off and exposing faecal matter from those experiencing bali belly on holiday? I bet not. Because that may involve having to embarrass a man. And god forbid we couldn’t do that. You’ve hit a really low point Libra. From this point on I’m leaving your product on the shelf and I have been one of your loyal customers until about 10 mins ago when I saw the commercial. No more.
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So mortified! Why do we need to see this?
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I cannot believe what I have just seen.I am so embarrassed and shocked.There is no need to show a women’s personal hygiene on tv.Take this ad off tv.It doesn’t belong there.
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Nope
Thats a repulsive Ad
Going to the toilet is normal and you dont see toilet paper adds showing us excremental waste!
Its Inappropriate and there are other ways to educate about menstruation and sanitary protection!
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Omg…must we show everything these days…just because we dont go round screaming from the rooftops we have our periods does not mean we are ashamed of it… ridiculous add. Is nothing personal/private anymore? Privacy does not equal ashamed ..this ad is complete rubbish.
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It’s so unnecessary. Do we need to start showing urine & feces. No.
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Can I please make a valid request to the maker of this ad? Please take it off from primetime TV as it is unnecessary. Girls and women know how to deal with this normal life changes on a monthly basis without the need to shout it to the whole world. There is a line between being realistic and being decent.
I support women empowerment but this recent ad is not for it. It’s for blatant display of inappropriate life stages disguised as pro women but opens the door for more mocking rather than supporting.
Please be decent enough to remove the ads.
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The most disgusting ad. Why do I have to be subjected to this awful ad. I am disgusted, mentally and physically sick when this ad is showing and I want to smash the television. You people are mentally disturbed.
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Should we start showing what happens with toilet paper because it’s normal? Come on I’m pretty liberal but this is unecessary.
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Disgusting commercial…. get it off… my son and husband didn’t know where to turn, my daughter and I felt very embarressed & uncomfortable. Where is the dignity these days..
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I agree. I’m in my fifties and never had a problem with males in my life understanding periods. Didn’t know there was a stigma in society. This ad is unnecessary and puts me off eating my dinner. If I want to watch images of blood I’ll put on a medical show.
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I will never buy Libra products again. Absolutely no class!
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It doesn’t empower women.
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Totally offended by this ad as are all of my female colleagues. If Libra is trying to increase sales I think they have hit a new low in their advertising campaign. I believe they have succeeded in alienating the majority of their target market Adult nappies are advertised without the need for us seeing someone with faeces running down their legs. Sort it out Libra there are better ways to sell your products!
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Exactly .. this is such crap
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This ad is ridiculous
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Shitting is also normal Libra and Channel 10.
Are we now going to progress/ regress to showing Sorbent adverts and the shit on toilet paper after a wipe?
It is indecent – Get it off the TV and if you must advertise in the gutter, because sales are slow?? or you think you might earn some fake award for your controversial efforts, then please do so in targeted magazines for women … however I’m not sure women need to be reminded of their monthly torment, by seeing it repeated at 6 1/2 minute intervals on TV, at prime time.
That University degree, given to whomever designed the advert and the degrees of those who approved its use, really need revisiting. You all certainly missed the bit that said you need to maintain human decency during the course of your day and in the carriage of your workplace duties.
There must be a few missing skill sets in the decision making boardroom, for the team to allow this clanger to get through.
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What next? Absolutely apalling! I am furious. There are many things that happen naturally with both the female & male body (eg. peeing)….does that mean we should show this. This has gone too far. It’s just BS. As for creativity…give me a break!! No dignity or modesty left in the world. Even my 20 year old daughter thought this was unnecessary. Instead of providing thousands of dollars to the so called “creative directors” why not provide your product (brand name doesn’t deserve to be mentioned) to the young ladies & women in the third world countries & mention it on your packaging. Please take this add off the air.
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Periods are personal and different for all women. Sanitary products and their use is also personal. Libra maybe trying to make others aware with their advert, but to me what they are doing is undignified and embarrassing to women in general.
What will we show other bodily functions on toilet paper next?
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Good on you, Rebecca. I’m glad you got to share that moment as a parent, the rightful authority on helping a child navigate their way through some of life’s ‘awkward’ discoveries. It’s abhorrent that a commercial entity thinks it’s their job to throw it in people’s faces whilst pretending they’re changing the world, when in fact they’re just trying to sell more product.
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Absolutely disgusting advert Libra. We DON’T need to see this so graphically on TV. Shame on you I just hope this ad gets pulled from all TV chanels. Nobody wants to see that. Shame shame shame.
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Just another add using controversial tactics to sell its products. BORING BEEN DONE TO DEATH! Why doesn’t Klennex make a commercial where someone is blowing their nose into there ultra absorbent tissues, then they can open it up and expose all the snot they collected. Same thing. People don’t want to see what comes out of other people’s orifoses Toilets have doors for a reason! Sack your advertising firm on the basis of unorginalty.
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Really Libra … your new ad is completely unnecessary and I think your sales will rightfully suffer for it. We all understand that periods involve blood, same as we know toilet paper is to clean up urine and faeces, condoms are to catch sperm, band aids are to cover scabs and pus, blackhead creams are to reduce blackheads, get the picture?? The public are not so unintelligent that we actually need the images to be so graphic and flagrantly shoved down our throats. Saw the ad during dinner, thanks for that!! You are doing nothing for women. I am a professional marketer, from a family of three girls and the mother of a daughter (and sons) – believe me, you have missed the mark on this one. If your mission was to achieve brand disruption – there are much smarter ways of achieving this but perhaps what irks you is that your competitors have already achieved that?? See you later Libra from our bathroom cupboards and I always try to support Australian brands – not this time.
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This ad is so filthy and so disgusting,we were absolutely shocked when it aired, there is no need to air this, take it off . My kids are disgusted asking what is that? This is not advertising. It’s inappropriate and a big turn off. Come on Libra you can do better than this. We all know women get there periods.
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Absolute disgusted in this ad.There is no need to show a women’s personal hygiene on tv for the world to see.Take this ad off.
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Horrendous Australian ad. As a 33yo woman and mother to a 4month baby girl my stomach turned watching it – and I’ve experienced childbirth! And the next time it came on the tv I turned away. My husband thought it was disgusting and I am very honest and open with him about my period! Sadly Libra you missed the mark and thought you were solving a problem that simply doesn’t exist in 2019! You might have people talking about your brand but you equally might see a big drop in sales.
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Discussions regarding periods are “hushed” because they are private and personal to the girl getting her periods for the first time. I’m in my forties and I have never ever noticed a stigma regarding periods. I have teenage girls and have taught my 10 year old son all about periods because it is a natural function but when he saw this add, even though he knew what periods were, he was shocked, embarrassed and disgusted as was I, my husband and two daughters. The “message” libra claims to be trying to put out there has obviously failed so find a new campaign. As another person here stated, libra’s earlier marketing campaigns have been far more effective. Can society please stop trying to tell me when and how we need to teach our children. Can some discussions please be left to parents to decide when to discuss with children???
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Periods are normal but do we have to have it so graphic on tv?
Everyone knows you bleed even men understand periods.
Its not what you need to see when eating dinner.
This has gone way too far Libra.
Remove the add!
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The channel who support this add should be ashamed of them selves
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Or how to put on a condom correctly.
The world has gone mad.
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Actually they’re genuinely held opinions from people today. And quite valid ones at that. This may be worth considering if you’re in the business of marketing to people who are not you.
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Dear Libra,
How about instead of shoving this overly graphic advertisement down everyone’s throats, you invest the advertising budget into menstrual education programs in schools.
As someone who had ‘the talk’ in year 6 from the pe teacher with all of the girls in my year, it definitely did not prepare me at all for my period, but at least it didn’t make me terrified of it either.
Last night while seeing your ad for the first, second and third time on channel 10, I thought about how year 6 me would’ve felt watching it, and to be honest, it would’ve made me really scared.
Periods, while being natural, are pretty intimidating when you’re just starting to get them.
Puberty is a very scary time for everyone because you’re going to have to experience things that you’ve never had to before, but having such a vivid image of what is going to happen is only going to make it more daunting.
Seeing such a graphic and gory depiction of them, will only create more issues with the way that preteen’s view the subject.
On one hand I wish my education had provided more information, but this is not the way to do that.
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I think it is extremely hypocritical that Libra are out here preaching about ‘women’s rights and female empowerment’ etc when they have no connection to Share The Dignity (very lovely charity who do real work to actually empower vulnerable women by helping them with all menstrual needs) I searched both the Share the Dignity website and the Libra website and the only connection that Libra can claim is that woolies sell libra products and Woolworths are signed up to help out Share the Dignity.(this was highlighted on the libra website as if they’ve actually done something, but what it actually means is that woolworths are sacrificing profit to help out but Libra aren’t affected at all)
There are so many amazing brands signed up to help out and I would highly recommend switching to them instead because obviously those brands are willing to walk the walk where as Libra aren’t as focused on women as their latest advertising agenda would like to indicate.
If you have any unused libra products at home that you don’t want anymore, Share the Dignity accept product donations and there are so many women in Australia who really desperately need products, so please consider donating.
Libra really should be ashamed of themselves.
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I was watching TV with my children and this ad came on. I don’t think it appropriate. I think this discussion should be up to parents to have with their children when they are ready.
My 8YO son saw this and asked if there was blood coming out of the girls Chich……What am I supposed to tell him as he is not ready for that discussion….I think the ad should be removed or moved to a later time slot!
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Take the bloody ad off it’s disgusting.
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This add should not be on tv. It offends a lot of people of various age groups. Selfish thinking. Is nothing sacred anymore.
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Totally unnecessary. Just because something is normal doesn’t mean we need to see it on the TV. I have never experienced being told to keep periods quiet or pretend they don’t happen, but I also don’t feel the need to announce to the world when I’m having one or show off my used tampons “because it’s normal”. This ad is ridiculous.
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Yay- how good is that ad. Massive applause to libra for being real. Real is not ugly. It’s life and it’s beautiful. xx
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Why is there even a need for this ad?
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I agree. Absolutely not agreeing with this ad one bit. The world has gone completely bonkers. Is anything sacred any more?
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So true
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I want to see your period blood said NO ONE. NEVER ……
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I HAVE SEEN SOME ADS IN MY TIME BUT LIBRA YOU’VE REALLY OVERSTEPPED THE MARK. I FIND YOUR ADVERT VERY UNNECESSARY. HOW DO PEOPLE EXPLAIN THIS TO INNOCENT YOUNG CHILDREN?? I ONLY HOPE THAT THIS AD DOESN’T COME ON TV WHEN I’M WITH MY PRECIOUS LITTLE GRANDCHILDREN THEY ARE ONLY 6 AND 3 YEARS OLD. SO IF THEY ASK ME “NANNY WHY IS THAT LADY BLEEDING” JUST HOW DO I ANSWER THEM? MY SON AND HIS WIFE, AS AM I, ARE OF THE OPINION THAT THEY ARE STILL WAY TOO YOUNG TO LEARN ABOUT WOMEN’S MONTHLY PERIODS!!! LIBRA YOU SHOULD BE ASHAMED OF YOURSELVES!!!!
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SIOBHAN PARRY YOU’VE GOT TO BE JOKING!!! TONIGHT (22/8) is THE FIRST TIME I HAVE SEEN THIS DISGUSTING AND OFFENCE ADVERTISEMENT. WOULD YOU LIKE TO BE SITTING WATCHING TV WITH MY DARLING GRANDCHILDREN AGED 6 AND 3 YEARS OLD AND WHEN THEY ASK WHY IS THE LADY BLEEDING WOULD YOU PLEASE COME AND EXPLAIN TO THEM!!! I’M WONDERING IF YOU HAVE ANY CHILDREN OF YOUR OWN? IF SO WOULD YOU BE HAPPY IF THEY WERE ONLY 6 OR 3 YEARS OLD EXPLAINING TO THEM EXACTLY WHAT’S HAPPENING????? LIBRA SHOULD NOT BE COMMENDED FOR BRINGING OUT SUCH AN AD. HOW IN THE HELL IT’S GOT PASSED THE CENSORSHIP RULES IS BEYOND MY COMPREHENSION. I SHALL CERTAINLY BE TAKING THIS MATTER FURTHER. NOT ONLY WITH LIBRA BUT CHANNEL 10
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Feral advertising! You should hang your heads in shame. The same way you’ve shamed us women.
Bring back the normal period ads – white horses, white bikinis, white chalk with red cordial. What the hell was wrong with those??? At least we could get through a meal without puking..
Freaks!
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I appreciate that marketing products used menstruation can be difficult from a creativity point of view. However, in my personal opinion I find the graphic imagery and vulgar content of Libra’s Blood Normal campaign abhorrent, offensive and unnecessary. I personally do not believe there is a ‘stigma’ or any ‘shame’ around having a period. It is a fact of life and does not need further discussion or publicity. What I do know to be true is that there is a reasonable level of modesty and decorum toward this particular bodily process. I also find that the campaign is partly a feminist flex to create unnecessary noise about a completely natural process. The visual depiction of the campaign, in my opinion is completely unwarranted and whilst masquerading behind ‘destigmatisation’ it ultimately seeks the objective of branding and profitability. If we extend the Blood Normal campaign mechanic to the male anatomy should we expect Durex to ‘normalise’ male ejaculation whilst marketing condoms?
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well i have my satisfaction i am not a
lone in thinking this has gone too far theres nothing wrong with being a
little discreet about something so personal bad taste should be removed
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no dignityhere to me it something to be left alone whats next ..horrifies me
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You do realise this advertisement was made in London. Did you read the article? Stop continuing to shame young girls about periods. This is a more open generation, no-one cares about the dinosaurs perspective. By the way, this Company’s followers has increased, so they must have done something right. Not to mention this product is manufactured in Australia, I support Australian manufacturing. Just go get a life!!!
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If an 8 year old asks you if blood is coming out of the girls vagina, what makes you think that he is not ready to talk about it? Get a life!
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I agree – have they no shame – I would love to be watching this with my Father, Brother or Husband – Libra you lost a customer – Disgusted
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Do we really need this on TV !!!! I find the ad disgusting and not necessary !Bring back the old ads !
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totally undignified and low level , libra you should be ashamed ?
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Your ad goes too far. Not everything should be shoved in people’s faces at TV time.
You don’t need to use this to raise your sales and profile…some things just need to be left respectfully unsaid. 5 people of multiple age groups watched your ad last night and the reaction was the same….inappropriate sales tactic. GROSS!
I don’t have periods anymore but any Libra item including incontinence pads if I should be unlucky enough to ever need them would not be would not be a brand I would buy because of this ad.
Too far
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I agree Siobhan. All the whispering and sniggering made me feel like something was wrong with being female. My mother and grandmother refused to tell me why it happened, and grandmother just said it was just having a “good clean out”. Aged 18 years I was so terribly ashamed that it came from “there” and that it would have been better to have had a massive nose bleed once a month. It is far healthier to normalise something normal.
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Sex is optional, you only need sex if you want to reproduce or please yourself, sex isn’t a necessity in life where as periods aren’t optional also they effects almost half the population. Also sex isn’t stigmatised. Their are children as young as 6 with their periods it needs to be normalised and talked about.
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Using Libra’s philosophy, we need to start a campaign to reform toilet paper advertisements as well. Instead of fluffy ducks and puppies let’s show toilet paper actually being used by real people #showtheexcrementontoiletpaperinadvertising
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Let’s also normalise semen in Comdon ads. It’s completely natural half the population experience ejaculation. It’s something makes experience and deal with during puberty.
Maybe we can show poo ? in toilet paper ads. Poo is complete normal and nothing to be ashamed of.
Why can’t some things just be gross. Farts are gross but completely normal and healthy. Nose bleeds are gross and normal and nothing to be ashamed off.
Look how many comments this has generated we have all played in their hands.
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Totally agree
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Dear oh dear
Really is this what we have come too
We should not have to see a grub cleaning his teeth with a coaster, or a grub rubbing a ball near his private parts just to sell wipes
But this is the next low level
What happens to women is normal and sometimes very difficult
But it is private
Where is the respect hear for women
ill manners have no place in advertising
I will not be buying the product ever again
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Agreed, this is a thinly veiled exploitation of social justice for campaign exposure.
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Spot on! Such an accurate analysis of what is happening here.
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Who would have thought so many people find women’s bodily functions “disgusting”. Also, where can I get a pad-shaped floatie for my pool?! Awesome work, Libra. Keep up the innovation.
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Hey Libra, if your going for the controversial, uninspired , shock advertisement to sell your products. Why don’t you go the whole hog and show the period pad on day two or three of a women’s cycle in the morning when she wakes up. That little dainty blood mark didn’t quite hit the shock value. Make it believable at least!
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So let’s show actual poo on babies nappies to show it’s absorbency. Or show snot for cold and flu tablets. I mean really, are we all so incredibly dumb that we need show show blood on pads. I just don’t get it.
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I’ve never laughed harder than at some of these comments.
“My husband and sons were disgusted!”
WHY? You should be more concerned that they are disgusted by women’s bodies and the natural things they do. Neither your husband or your sons would be here without a woman menstruating so get over it, get them educated, get them appreciating what women go through. Stop the self-hate.
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Too much! Seriously Who needs it!!!
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Oh no not “social justice”!
So gross. We should only ever have ads that say bad things and are bad for people. More ads that make women feel shit about their bodies and pretend they fart rainbows and periods are blue please!
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Good one Aunt Lydia, yeah it’s about men being disgusted by the natural workings of women’s bodies; what is disgusting is you thinking men shoukd be disgusted, wake up to yourself
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When I saw this ad for the first time last night I genuinely felt that society had taken a giant leap forward and applauded Libra for taking such a bold step.
However, reading the comments on this site has made me think that actually, we have an incredibly long way to go.
I understand to a point the comment’s about ‘why not just show defecating or urinating…’ But the so-called “privacy” a.k.a. shame, currently attached to this particular perfectly normal bodily function is on a completely different level and needs to be addressed.
There is currently an incredible amount of shame attached to having your period, from the second it first rocks up, in some cases when you’re barely more than a child. I was 11 years old when I got mine. Was I too young to see such “filth” on tv? Too bad for me I guess!
Hiding things away and not talking about or showing them only increases shame. Do you ever see a woman trot off to the loo at work or in a restaurant, openly carrying a pad or a tampon? No. We always take our entire handbag with us, with the necessary item safely hidden away. Why? Because we feel too embarrassed and ashamed to carry one openly and admit that this “terrible afflication” (that was sarcasm by the way) is currently happening to us.
When I was at school and couldn’t take my entire backpack into the loo with me I had a nifty trick where I would reach into the pocket of my bag, grab the pad and stuff it up my sleeve before pulling my hand back out of my backpack. Of course this only worked in Winter when I was wearing a long sleeved jumper.
Maybe if this advert had been around when I was a child and periods were something that people openly discussed, then I never would have felt the need to resort to this ridiculous method.
Good on you Libra.
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People are not self hating Ricki! People just want choices on what they are viewing with their families at time slots that have young children still watching T.V.. If I want to see what comes out of a women’s vagina I can choose to watch 1 born every minute. But that would be my choice! Libra’s ad didn’t give viewers a choice!
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Frankly, I thought it was bloody awesome!
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It’s interesting how Australian TV can get away with everything now gay is ok lesbians and queers are ok and gay marriage has had the tick of approval.
Australia needs to move back to setting boundaries,
It’s not ok for this topic to be visually thrown in our faces and into our children’s little minds without our consent.
Schools require parental consent prior to feeding this level of information to a child. It verges on sexual harassment. I don’t want the males at work to openly chat with me about a period or think they have a right to comment on the female bodily function .
The less guys know about it the better off women will be.
I’m quite certain that you’d be hard pressed to find a male who will happily sit and watch this ad without turning his stomach or finding it offensive. Thanks Libra for completely diminishing our discretion and female dignity. Just let us embrace our feminine quirks in private rather than making a spectacle of us. NOT BUYING LIBRA AGAIN!!
Pissed off with the once great LIBRA company .
Princess
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I’m quite certain that you’d be hard pressed to find a male who will happily sit and watch this ad without turning his stomach or finding it offensive. Thanks Libra for completely diminishing our discretion and female dignity.
I BET no woman got a romantic night in bed with her lover after they both had to watch this filthy add.
Made my son yell “yuck that’s filthy mum !!
LIBRA were just over sharing “
Maybe women should go and sit around the billabong for 7days and be isolated from the tribe until this evil bleeding ceases cause that’s filthy mum!!! I had to agree with him , the add creates a gross image of girls having a period.
It never was a gross topic until LIBRA over shared .
I am burning all my libra products on my out back fire tomorrow morning, a very Aussie way to bury a great product I have used all my life but have decided the brand dosnt bring me joy anymore.
Some one Remove the add and the messenger please !!!!!!
I am Off to buy the more expensive cotton brand with more grace, comfort and ethic.
Libra your add brings me as much joy as ovarian cancer – what my sister died of 4yrs ago.
Dine
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Couldn’t have said it better.
As a parent I do not consent for my children to see this visually explicit content. Can I take them to court now for forcing my child to see this add that has left them with anxiety and fear to be near a girl
Disgusted
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What a Stupid ad. There’s no shame or stigma . we’ve been talking and joking about our periods for decades. It’s just a private thing like anything involving the toilet. This is the opposite of empowering
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To lol- It’s up to the parents when they talk about adult things with their kids, your comment is just so ignorant on so many levels. I hope you don’t have children they’re doomed
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I cant believe the level some companies go to to make a sale and be recognized in the market place. mAYBE Kleenex might like to sell more toilet paper showing someone wiping there butt. Sorry but is nothing private. Get it off
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Yeah periods are normal. Sex is normal. Masturbating is normal. But that does not mean that private normalities need to be shown on TV. Get over it!!!
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Well said!!!
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Shitting is also normal so should we show that as well for nappy commercials?
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just saw this commercial pop up between survivor with my family and the showing of blood on a pad was disgusting. Gone way too far in my opinion!
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Who do you think you are. We are well aware of periods and everything else in between. What do you mean you idiots of normalising periods. I hope that you go bust you are disgraceful using your product. We should be allowed some privacy in are most vulnerable moments. How dare you use us.
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I saw this ad from libra and thought THE WORLD HAS GONE MAD!!!! Ur period is your own personal experience. Bloody let it be, doesn’t everything need to be shouted out on stupid tv!!!! Ridiculous
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Worried for all the young girls who might be frightened by the add.
Visually too much!
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Not too sure that showing a dirty pad on tv is the way to encourage acceptance of a women’s menstrual cycle. I think Libra is totally underestimating the intelligence of the general population who completely accept that women bleed most of their lives, go through pregnancy, have hysterectomies & get on with their lives. Not everything needs to be advertised, somethings can be kept private.
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This ad is awesome. Sure it could’ve been aired at another time than prime TV, but it’s ads like this that will make sure serious health issues like PCOS and endometriosis are caught early. Awareness of what’s normal is so important, it impacts women’s lives and their wellbeing. For the comments about boys and that they would be immature and make fun of girls – that’s probably behaviour you’re teaching them and your own insecurities projecting. Maybe you should be grateful that your kids are being educated by mainstream media since you’re not doing it yourself.
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I find this commercial to be an invasion of a woman’s privacy. It is not necessary to show such explicit detail of a woman’s menstrual cycle. Woman have a right to reserve this aspect of their life and not for it to be exploited by a company who is more interested in both ratings and and financial gain. You should be ashamed in having such little regard to a sensitive and personal issue. As it is women are continually being sexually exploited and this commercial is no different. You are using the menstrual cycle as guise for capitalizing a product. You have no shame or scruples. Use your intelligence to creatively produce a commercial that sells period pads rather than using your ignorance to exploit what is both personal and intimate to a woman. This is commercial is the most abhorrent form of advertising I have ever seen. DISGUSTING AND VILE !!!!!!!!!!!!!
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As a woman I find the ad utterly disgusting. Periods are a natural thing but I don’t need to see it on television. Excreting faeces is also a natural occurrence so why not show how good toilet paper works on cleaning ones behind next. We don’t need commercials to help females deal with periods, that’s what mothers are for.
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We have a life with all the drama that that entails,we do not need this type of advertisement. We are the most open generation but you and people who think like you have exposed a magical and rite of passage into adulthood for our young girls and exposed them to a whole manner of society who may not have our young girls best interests at heart.
You get a life and allow the mums and dads along with schools teachers who care about our boys and girls teach them about their bodies and not Libra in a 20 second advert to sell a product.
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I agree
Whats next excrement in adult diapers on our screens
All who allowed this add to run should be ashamed
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We all know poop and pee are natural bodily functions yet we don’t put them in our advertising.
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It is not something of hatred, just something of privacy. You don’t want to see blood smeared all over a tampon or pad.
What next a photo or discussion of embryo’s babys born dead.
This is not being sick, just to point out something , along with politically correctness of disusing something that is private.
Of embarrassing something a women WANTS PRIVATE. not the fact she is told it’s awfull. It’s not awfull, just PRIVATE.
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Not saying I agree with the ad, but seriously? If your kids are afraid to be around girls because they have their period, that’s exactly why we need greater education.
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Hate this commercial, no need to show blood in shower and used pads . We all get it no need to see it .
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Why? I didn’t even notice which brand it was. Especially when none of them can make a product that is totally 100 percent leak proof so I don’t wake up with bloody pj’s and sheets and have to wash every day. It’s not embarrassing its a time-wasting bloody inconvenience. Or, make sure the adhesive strip actually adheres. Make the product better, don’t just sensationalise the temporary condition. Oh and ‘I have a heavy period, I’m working from home’ Really?? ‘Man’ up girls and grow a pair. All those women who have gone before us didn’t fight for us to then say ‘I’m staying home because I have my period’ And yes, I do know some women have painful periods and endometritis which would actually warrant time off or away from work. My teenage son does not need to see this. Not because its ‘shameful’ or ’embarrassing’ because he has other things he’s dealing with. They learn enough about periods and other things in school.
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This is a fantastic campaign and too see some of the absolutely abhorrent comments here shows just how far we still need to go as a society. So many snowflakes that are clearly not mentally stable.
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As the old saying goes: Get Woke. Go Broke.
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Well said & how true. Every female in our workplace has discussed this ad & the common sentiment WTF.
As a female it’s bad enough we have to get them, let alone have to watch such gross ads, we know what we have to do, and we like to keep that to ourselves! I know the men in my family don’t want to see it either, but they understand it’s NORMAL, they also don’t need to be told. What is wrong with this world SERIOUSLY! I will never use this brand again, that is now my Normal sentiment!
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Don’t see anything wrong with it
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DISGUSTING
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I am an “old bugger” – late 60’s – and I was totally disgusted and horrified when this ad came on. What the hell has this world come to? This is the most embarrassing and absolutely unnecessary bit of “advertising” I have ever seen. Why do you have to show “everything”? No modesty, self-respect, nothing, any more. PLEASE take me back to the 60’s when we didn’t have to put up with any of the crap that goes on these days. These were the best times in EVERY respect. No need to have filth like this shoved down our throats. Glad there are no males in the house. Libra, I hope your products will be left on the shelf where they belong and as for Channel 10……….well???
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This Libra TV commercial is disgusting and degrading to women!
Periods are part of life, but most women like to be discreet about it – we don’t need to be exploited! Take it off TV!!!
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Having periods IS ALREADY normal. Your company is deliberately jettisoning decent boundaries of decorum and sensitivity. It’s hard enough being 13 or 14 and having to deal with such huge personal changes without seeing images of blood running down a showering girl’s legs or smeared on a pad.
Libra has gone too far for one reason… to make money. Their agenda has nothing to do with ‘normalising’ a biological human function. Worst advertising campaign EVER.
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Having to buy tampons and pads isn’t optional. Children, women, men, teenage boys and older people have a right to the option NOT to view such graphic footage from a company trying ‘shock’ advertising to make money. Libra’s campaign is shameful and ugly… turning a natural part of women’s lives into a voyeuristic disgrace.
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Well Rebecca, I saw 2 versions and the longer one was certainly pretty graphic. Last thing I want to see whilst eating dinner is period blood running down someone’s leg! I was horrified seeing this add, absolutely discussed!
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It’s normal too
To have a poo
Want to see my toilet tissue too
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Great ad…. are these comments from the 1950s? Honestly what did your ’12 year old’ sons believe beforehand? Women bled a blue liquid.
FFS grow up Australia.
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I feel soo embarrassed!!!!!
Men know what happens but don’t need to see it and women know what they need so WHY!!!
Wake up to yourself Libra.
Next they will be showing how abortion is done and what a expelled fetus looks like. !!
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I am horrified to see this ad appear on tv. Very awkward and embarrassing for young girls especially and women. The trickling of blood down a girls legs & a pad inside an underwear is really inappropriate. Somethings should be kept private
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This ad is horrifying, seeing blood trickling down a girls legs & a pad in an underwear. Seriously, get this ad off tv. I won’t be buying any Libra products after this. Very disappointed and angry with this company.
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Really! Shocked!
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There are a lot of things in life that are “normal” and part of life but most of these are private and this is one of them! There is no need, in my eyes to even put feminine hygiene products on TV let alone go this far. This ad shocked me and I felt it was totally unnecessary and it seems I am not alone in this. Bye Bye Libra!
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What next ? We all know women have periods, what a bunch of CLOWNS. Remove this garbage from our screens.
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To be fair Rebecca, I’m not sure how many of the comments are from the creative/comms industry … this feels like one of these times where Mumbrella Goes Mainstream.
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Do we all think Libra (asaleocare) are running this ad to educate people ? Not likely. The purpose for any commercial advertising is to sell more product = financial gain. Looks to me after reading comments that this one might have backfired, hehehe, heads should roll.
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I was disgusted and disappointed to see this ad on the tv. We are smart, sensible women, we know what we need to do each month and don’t need to see it plastered on the tv in prime viewing time. Please show us ladies some dignity and respect.
By the way, why has there not been ads on tv with a man showing how to use a condom, sex is also a natural way of life, this would be a lot more beneficial and educational!!
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We all go to the toilet too, do we want images of the outcomes shared with the world just because it’s part of being a human? You disgust me Libra.
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I’m 56 & have now been shown what pads & tampons are used for, can you pls make an ad to show us what toilet paper is for. You people are IDIOTS.
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This add is absolutely digusting . How can they think is a good idea . They need their heads read . I will not by anymore Libra products and turn off the TV when it s on . Maybe that will make a stand to the TV channels . We are not to be exploited or made to feel embrassed . I feel like taking them to court over this . I just might !!!!
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Pretty sure Libra aren’t trying to capture the hearts of middle aged marketers.
Bloody effective campaign.
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how about advertising Condoms & what they are used for & what they get filled with…… that’s natural too! Get the picture?
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I think this is disgusting, the advertising guru’s are using “educating our girls” and “removing the stigma” as a way to rationalize them being able to show this on television. It is not necessary, girls and women know what periods are, we don’t need to show it on prime time television. Sure Libra want to advertise their product and I have no problem with that but in the same way as I would object to toilet paper producers showing toilet paper with poop on it and tissue producers showing tissues with the effects of a blown nose on them, so I object to this ad. It is also embarrassing for young and even older men and certainly not something I want to have to explain to my young grandchildren. So take it off Libra or at least get rid of the blood!!!!!!!
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Some seriously backwards women here. Heaven help you have to explain a normal human function to your seven year olds or break the secret to other men that your vagina bleeds once a month. Wake up.
No one should be disgusted by this. It scares me that you’ve been conditioned by male-dominated mainstream media to fear viewing a regular part of life for all women on screen.
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You are physically and mentally sick at the idea of women’s periods (to the point of violence), and yet women shouldn’t feel ashamed of them so there’s no point to the ad?
Seems to me like the comments here are proving the need for the campaign in the first place. Men who can’t deal with periods have no business being with women at all, tbh.
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Your son said women should be isolated from the tribe and you think that’s okay?? Maybe the fact that your son thinks it’s filthy is the reason this ad is necessary in the first place. No man who is grossed out by periods has any business having “a romantic night in bed” with women in the first place, tbh. Grow up.
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Love how all these boomers seem to think they’re the target market for this campaign…
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Totally agree that it’s disgusting. Do we want to see poo on toilet paper? That’s a normal part of life but we don’t need to see it on tv. It’s not up to a company that makes money from periods to push it in our faces. Back off. Have some decency. We don’t want or need to see blood on pads.
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This is the worse ad I have ever seen, this is crossing a line that should never be crossed, and it’s not about it not being a natural thing in life, it is and should be kept private. sex is also natural should we advertise sexual intercourse too. Today’s society has progressed and getting periods does not have negative connotations. Libra have taken it too far and have also lost my business
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This is the most disgusting ad and you should be really ashamed. Where has privacy and dignity gone. Women and girls know what products to buy without you advertising. Shame on you Libra. I’ve never been so offended in my whole life watching television.
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Get woke, go broke.
This campaign is just another in a long line of companies trying to appeal to angry 3rd wave feminists. Thought they learnt their lesson from the Gillette ads. As if showing period blood makes this brand more appealing than any others. What happened to selling by reputation and quality? But it’s not really about that, is it? It’s about making out that women are the victims of some sort of repression and here we are loud and proud, with blood everywhere.
As one other comment noted, what about poo? Is it oppressing men to not show their poo in toilet paper ads, what about oppression of children not to show wee pouring down their pants in a nappy ad? Think about why we don’t show pus pouring out of pimples on treatment ads, or used condoms in those ads?
Some things are private and healthy people don’t want to be looking at a young girls undies with period blood on them. It’s perverted and inappropriate. I won’t be buying Libra again.
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It’s not that I’m disgusted by this after seeing it many times on YouTube, it’s just that seeing a period happening makes me uncomfortable plus it makes me think of that period shower scene for Carrie. Also the ad is unskippable on YouTube.
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And what about those people like myself who become ill, faint and pass out at the sight of blood. Many people are like this. Why is This ok?
Next, toilet paper ads will show someone ‘laying some cable’ with the argument, everybody does it. Yes, this is true, but we don’t need to show everything or see it… why have bathrooms or privacy In the first place?
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you need to explain to adult males that you have a period?
News flash; we’ve know since early child hood coping with monthly mood swings.
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I am only buying Libra from now on. Loved it!
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Does that mean you don’t watch any sport, movies or tv shows or play any video games in case there is blood?
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Does that mean you don’t watch any sport, movies or tv shows or play any video games in case there is blood?
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DEPLOY THE BOOMER ALL CAPS
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As ever, the first to dump on younger womens’ products are older women. The moral bashing, the shaming, the personal outrage.
It’s just period blood.
Calm down, no-one is taking your franking credits on this one.
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The fact that people are commenting on how ‘disgusting’ and ‘gross’ this add is shows how engrained into society the idea of a girl having a period is. It should not be hidden from your children, it should not be perceived as vile, hell its the reason we’re all here, right? Teach your male children to buy pads for their girlfriends & mothers confidently, & to stop blaming their moodiness on ‘pms’, stop teaching them that it’s ‘gross’.
I agree the add didn’t present its catch line in the best way possible, but get over it & accept that it’s a natural thing that you should never think is disgusting.
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So ridiculous… cant we have anything private anymore??? Its private for a woman…this does not mean anyone is ashamed… lets show a man ejaculating into a condom now shall we?? Whats the bloody difference…this world has gone PC mad.
Im embarrased for libra that this rubbish is on TV…wont ever buy there products again
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This is about profits and nothing else. Women are strong & resilient and don’t need sanitary pad manufacturers to say otherwise. Keep it secret womens’ business and keep it in your pants not on tv screens. Please.
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C’Mon parents teach your daughters about these things
Next we’ll be seeing how condoms work. Not eating my dinner watching tv anymore 🙁
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Soon Sorbent will bring an add out of a woman taking a big shit & wiping her arse. PS. YOU ARE MAKING MEN HATE YOU [Edited under Mumbrella’s comment moderation policy]
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I find this ad totally unnecessary, especially at 6.00pm. You have shown every aspect of a women having a period. I understand we now live in a world where everything has to be shared but this is ridiculous. I’m only glad that you did not stoop so low as to show a couple having sex whilst a women has her period. But now that you have shown me that it’s ok to have a period and that I shouldn’t lock myself away I will next month run out onto streets with pad/tampon in hand shouting to all how thrilled I am. Maybe I will even film the whole experience for the fours days and post it to Facebook. I’m sure it would be taken down immediately and people would find it offensive and disgusting as I do your advertisement.
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You just equated getting your period to chopping a chicken’s head off… are you ashamed of the fact that you get your period or something? Heaven forbid people find put that women bleed monthly. Heaven forbid boys learn that it’s normal for girls to bleed. Heaven forbid we stop seeing blue liquid used for pads and tampons. Do you complain to news corporations for showing blood from war or violence?
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