Who could forget that ‘Whoooooa, Bodyform’ campaign?


Pairing periods with an earworm of a jingle, the infamous 1993 ad certainly sounded empowering. But in reality, it had nothing real to say – and little has changed in our marketing of menstruation since.


From hot pants to rollerblades to billowing white dresses, the cultural references of sanitary-ware sales pitches have changed over the years. But the idea that periods entail little more than a few drops of sanitised blue water and occasional mild discomfort have long persisted.


Now, the #WombStories campaign, based around a wide-ranging study into period experiences, is aiming to change all that. And whoooooa, if Bodyform hasn’t nailed it.


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