In a bid to show periods are natural, a woman will appear on the side of a bus showing her tampon string for the first time.
Veterinary nurse, law student and beauty blogger Demi Colleen appears in the ad for sustainable period product range DAME.
Demi styled the image herself, showing her standing in her underwear, holding a tampon, with a visible string showing.
The ad will launch tomorrow, Monday 30 December, and feature on buses across London.
The people behind the ad said that they faced many challenges along the way and were told it wouldn’t be suitable but they kept pushing for it to be used.
Alec Mills, DAME co-founder said: ‘In bringing this ad to light, we faced many roadblocks. It is no coincidence that the media industry is dominated by men who aren’t comfortable talking about or seeing periods.
‘Many iterations of our advert got rejected. Along the way, I was told it was: “Racy”, “What, in the industry, we call brave” and “We might have some problems broadcasting this at breakfast shows”.
‘This clearly demonstrates the vast cultural chasm between what is happening with women’s bodies and how they are portrayed in reality. We have an opportunity to change that, for good.’
The ad follows a successful This Girl Can TV campaign earlier this year, where one of the women stands up and shows her tampon string.
DAME co-founder Celia Pool adds: ‘For too long periods have been hidden away, avoided in conversation or whispered about in coded language.
‘This just perpetuates the outdated narrative that periods are in some way shameful or dirty.
‘Periods are a normal, natural bodily function for girls, women and people who menstruate. They’re not dirty or unhygienic. There’s no need for stigma. It’s just blood. Normal, natural blood. Nothing radical about it.’
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