Once, ads for sanitary products banked on women’s sense of shame. Now, period ads showing stigma are well and truly out of favour.
“Mum was busy doing other things … so Dad took to me the shops , bless him, and tried his best,” she said.Now 25, the communications worker recalls that in his enthusiasm, her father managed to pick up a super-sized product – perhaps not ideal for a beginner. But it was his matter-of-fact approach to the onset of his daughters’ menstruation that Brake remembers.
“Over the last few years, the cultural discourse against these conventional norms has become very vocal and strong. Madigan said campaigns such as Libra’s 1996 ad in which a woman appeared to mop up blood at a crime scene with a pad – it only got around restrictions by implying the liquid may have been spilled water from a vase – had helped change the depiction of menstrual issues.
But the change in tone, often seen in targeted social media ads for sanitary products, was strategic.
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