“Contrary to popular belief, women don’t bleed blue liquid, they bleed blood,” the tagline reads.
Libra launched their #bloodnormal advertising campaign, depicting actual menstrual blood in an attempt to tackle period stigma.
The campaign is breaking new ground in Australian advertising, showing for the first time, realistic menstrual blood. This breaks away from traditional advertising, which up until now has only ever shown a blue liquid in a laboratory setting as a substitute for period blood.
The #bloodnormal campaign features influencers and is currently running during prime-time television shows, including The Bachelor, The Project, Survivor and Gogglebox.
Libra has also worked with the writers of Ten program Neighbours to incorporate a story line involving a realistic depiction of periods into the show.
“Contrary to popular belief, women don’t bleed blue liquid, they bleed blood,” the tagline reads. “Periods are normal. Showing them should be too.”
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