Periods are a normal part of life that most women go through every month, and yet somehow, they’re still plagued by taboo and a sense that they’re unnatural.

However, feminine care brand Bodyform is doing something about this, by showing period blood on a pad in an advert for the first time – instead of that weird blue liquid usually used.

Bodyform is taking a stand. The company says: “Periods are normal. Showing them should be too.”

And people are loving the change:

Some are even making suggestions for Bodyform’s next advert.

According to Bodyform, 61% of women think portrayals of periods in feminine hygiene adverts are unrealistic, and you can see why. For instance, who would run about in white trousers when surfing the crimson wave?

Bodyform’s advert shows periods for what they are, and even features a man casually buying pads – something that should definitely be encouraged and normalised.

The brand is responding to research that shows the negative effects the ‘period taboo’ has on the self-esteem of young women and girls in the UK.

Bodyform marketing manager Traci Baxter, says: “We know that the ‘period taboo’ is damaging. It means people are more likely to struggle with the effects of period poverty, whilst others struggle with their mental health and wellbeing. As a leader in feminine hygiene, we want to change this by challenging the taboo and ultimately removing the stigma, making it even easier for anyone to talk about periods, now and in the future.”

Representations of periods still have a long way to go, but Bodyform is taking things a step in the right direction.