Murder, fights and surgical operations, in all their bloody glory, are allowed on entertainment screens in nearly every channel and medium. Yet when it comes to period blood, censorship is in order. Even feminine hygiene brands use an artificial blue liquid in product demonstrations. These restrictions have allowed taboos to thrive. 90% of women attempt to hide their period; 42% of women have been period-shamed; and 56% of global teens say they’d rather be bullied than talk to their parents about their periods.

Enough was enough. The only way you make periods normal is by showing them as normal. Through an online film we would boldly show period blood for the first time. We’d end the era of the “blue liquid,” and show period pain, intimacy, and even include men in the conversation. Each scene would provide a springboard for a PR activation that would continue spreading the message.

Empathy kills shame.

Libresse collaborated with fashion bloggers, models, artists, dancers, comedians and other cultural influencers to incorporate menstrual periods into their work. They became part of “#BloodNormal,” a short film depicting periods with unprecedented candor and honesty. In a taboo-busting first, we turned the infamous blue liquid into period-blood red and showed period blood on film.

Just as the film makes a compelling case for “normal,” it becomes pixilated, an abrupt reminder of current broadcast restrictions.

PR carefully crafted and tested messaging ensuring the sensitive topic was well received. Media toolkits anticipated press questions and drove coverage and views of the film. Key stakeholders were approached, including potentially unreceptive male journalists. Media exclusives and branded social platforms were synchronized for the global media launch. Post-launch PR activations used designer underwear, a graphic novel, playful GIFs, school workshops and even hate mail to drive conversation and coverage.

“#BloodNormal” has launched in four countries and spread virally to 32 -- even where the brand isn’t sold -- fueling an earned social media reach of 116.2 million, with 56.4k reactions and growing.

PR has generated 4.5 billion+ impressions and 510 stories in global news media, including Teen Vogue, Pop Sugar, Elle, Huffington Post US, Bustle, Glamour, Cosmo, The Guardian, Metro, Daily Mail, BBC News, Loose Women, Vice, Sante, Grazia, and Marie Claire.

Especially satisfying: PR has enabled Libresse/Bodyform to appear on the same broadcast television stations that banned us.

The campaign has provided a springboard for change. Every scene in “#BloodNormal” contained an activation designed to further our PR message. Style blogger Julian Hernandez and French activist Victoire Dauxerre spread our message through their social platforms. We sold our designer-embroidered period underwear through French fashion house Dessu. Spread a graphic novel on tumblr, and 3 bursary films are now in production. We also harnessed the visceral hate that #BloodNormal received to further fight the stigma on social media.

There’s been a 72% positive response with women and men taking up the debate on social media, answering critics on our behalf.

In addition, 80% of women across five countries “liked or loved” the film, with a majority declaring feeling understood, inspired or moved, and 83% feeling more likely to recommend the brand. In another survey, 65% wanted to buy the brand and had a better opinion of it, upon watching the film.