The anchor of the campaign is an artful spot full of vignettes that take period shame head-on: a young woman and her boyfriend have sex during that time of the month, women endure painful cramps and, most significantly, there's real blood, as in bright, red blood, not the blue stuff. "We are hoping this positive representation of periods will help women and men all over the world understand that periods are normal, and that by showing them more and in a positive context we will start to break the taboos," says Martina Poulopoti, the global brand communication manager for feminine care at Bodyform and Libresse parent Essity.