Glass winner aims to make blood normal


The 2018 Glass: Lion For Change Grand Prix has gone to ‘Blood Normal’, a powerful taboo-busting campaign entered by AMV BBDO London on behalf of Essity’s Libresse/Bodyform. The Glass Lion, now in its fourth year, is designed to recognise challenges to the issue of gender bias. In this case, the campaign sought to break the widespread taboo around discussing menstruation by seeking to normalise the subject in the minds of both men and women. Libresse/ Bodyform is the first brand ever to show real blood as opposed to water dyed blue in an advertising film. It has also launched a range of initiatives including lingerie, a graphic novel, a pad shaped swimming pool lilo and a film bursary all aimed at turning menstruation into a positive aspect of mainstream culture. The campaign attracted immediate attention in the media, and was widely supported. In the UK, The Guardian newspaper said: “This is about more than advertising. Making periods visible is good for your health.” As a result, Libresse/ Bodyform reached 800 million people in two weeks and saw its share of social media voice jump from 37% to 90%.” 

Harriet Palmer