‘The new way to period’: Modibodi takes a stand to normalise periods in new brand platform

Modibodi is pushing back against the stigma surrounding periods, positioning its period and leak-proof underwear as ‘the new way to period’.

The ad, which is the first from creative agency Emotive since its appointment to the global account in July, notes that women have been led to feel ‘gross’ and ‘unnatural’ when on their periods, when periods are a normal part of life.

The campaign also makes a number of visual references to period blood, from stains on bedsheets to red liquid being rinsed out of a pair of underwear. Last year, Libra was praised for using red liquid instead of traditional blue to demonstrate the absorbency of its pads in it’s #BloodNormal campaign, but also attracted heated backlash. Complainants to the industry watchdog, Ad Standards, compared the representation of period blood to depicting faeces in a toilet paper ad. All complaints to Ad Standards were dismissed.