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Entertainment A Powerful New Ad for Modibodi Period Underwear Has Been Banned by Facebook for Showing Menstrual Blood

11:12  29 september  2020
11:12  29 september  2020 Source:   popsugar.com.au

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Facebook 's ban has been labelled 'outdated' by the brand's founder. But the brand's latest ad campaign, which discusses how women are made to feel "gross" when they have their periods , has been labelled "shocking" and "sensational" by Facebook for showing images of menstrual blood .

Period proof underwear for all womxn. Innovative new underwear that absorbs up to 2 tampons Facebook is showing information to help you better understand the purpose of a Page. Modibodi . Lingerie & Underwear Store. Awwa Period Underwear . 8 hrs ·. " Menstrual cups have been in my life for a good while.

A post shared by Modibodi (@modibodi)

Facebook has banned an ad from Australian period underwear brand Modibodi for its depiction of menstrual blood.

The ad, which premiered a week ago, boasts that Modibodi's selection of period underwear offers women a different experience of menstruation, sans uncomfortable tampons and lumpy pads.

The ad was praised by women for its seemingly authentic representation of the experience of having a period, with one woman featured clearly suffering from cramps, images of bloody sheets and sanitary products, and another woman rinsing the blood out of a pair of period underwear. The campaign also features women from diverse backgrounds and with a range of body types.

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A brand producing leak-proof period underwear has been criticised for releasing an advert which social media users Taking to Facebook , one person wrote: “Hey Knixwear — so, what’s up with this ad that seems to be invoking READ MORE: Menstrual cups 'as reliable as other sanitary protection'.

Modibodi underwear can be a total replacement for disposable feminine hygiene products (panty liners, pads, tampons) OR can work in conjunction with them. Modibodi has been so popular that some of your favourite styles, colours and sizes are out of stock.

But Facebook has said the ad violates its guidelines about "shocking" and "sensational" content because of its images of menstrual blood. Modibodi has attempted to fight the ruling three times, but Facebook has maintained the ban, News.com.au reports.

Founder and CEO Kristy Chong said in a statement that Facebook's decision was "outdated". "Our aim for this film was to open people's minds by taking the stigma out of what is a perfectly natural bodily function for women. It was not made to be deliberately sensational or provocative, but to show the very real and natural side of periods.

"It's the 21st century and it's disappointing Facebook don't want to normalise the conversation around menstruation."

The ad, which runs on regional free-to-air and subscription TV, was also banned on YouTube at first but was later reinstated. The brand is expected to take out the three scenes using the colour red in order for the video to appear as an ad on Facebook. The original video is still available as a pinned post on Modibodi's Facebook page.

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Period underwear is a great eco-friendly replacement for pads or tampons. Find out how many As part of this vision, RED by Modibodi actively supports causes and organisations close to our heart Period .” When it comes to choosing a sanitary product to manage their flow, studies have shown that

" Modibodi has been a great introduction to alternative personal hygiene products. Since Shani discovered Modibodi she’s learnt to embrace her changing body post-birth and appreciate all that it can do for her. One of the new changes that she has been experiencing is bladder leaks. ⁠ ⁠

"From the very beginning, I was repeatedly told we'd need super glamorous models to make supposed unmentionable topics (menstruation and incontinence) tolerable to Australian women and the media," Kirsty's statement continued. "I refused to believe this was the only way we could have a presence in the market and from day one we've sourced customers or everyday women from diverse backgrounds to help model and sell our products."

If anything, it's refreshing to see a company honestly reflect the reality of being a person who menstruates, rather than the advertising norm of blue liquid and other metaphors for the normal bodily function. Avoiding showing images of blood just contributes to stigma and shame around menstruation and women's bodies.

Last year, more than 600 people complained about the first ad on Australian TV to show menstrual blood. The Libra ad included footage of a woman in the shower, with blood and water running down her legs, and a girl removing a bloody pad. At the time, as the ABC wrote, the industry body handling such complaints, Ad Standards, found that the ad did not breach the advertising Code of Ethics.

Here's to teaching women — and social media companies — that there's nothing shameful about periods, in all their bloody glory.

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