In culture we are used to seeing blood. Horror, crime, medical, sport blood is commonly seen. And unremarkable. But period blood is treated differently. It’s rarely seen, and if it is, it’s most often to ridicule. Or to euphemise as is infamously seen in the blue liquid pour from sanitary pad advertising. This has left women feeling disgusting and men disgusted.

And the statistics prove it. 56% of teens would rather be bullied than tell their parents about their periods. 42% of women have been period shamed. And over half of all women have felt embarrassed being on their period.

This is the context of Bloodnormal and the red period blood pour, and its attempt to put into the world unashamed images of period positivity and beauty.