The radio advert describes two scenes that sound identical to each other.

In the first scene we hear a description of blood spreading through a shirt from a bullet hole which is often seen in crime movies.

The second scene which sounds almost identical describes blood spreading onto a sanitary pad, which is seen by most women every month.

The announcer explains that only one of the scenes would be allowed on tv, because one of them is considered offensive. It proves the stigma and taboo around the sight of period blood.