We still live in a world that shames and silences periods, leaving women feeling disgusting and men disgusted. But to end a taboo you have to break it. Bloodnormal broke many: showing period blood, acknowledging pain, sex and involving men in the conversation. We even used a broadcast ban to our advantage: proving the taboo. However, shock isn’t the aim. Normality is. Because showing periods are normal is how you make periods normal. But it’s just a springboard. Each scene contained an activation, designed to infiltrate our message into culture.

Empathy is killing shame. Bloodnormal is working.