We live in a world that shames and silences periods. But to end a taboo you must break it. And our Blooodnormal film broke many. We showed period blood for the first time, banished the blue liquid, included sex, period pain and included men in the conversation. And we broke the biggest taboo, by showing periods as beautiful and normal. The film was an arc featuring real women in different day-to-day scenes with a mixed media approach, starting with a sexist joke, through to Chris Parks graceful explosions of blood, playful period positive gifs and ending with the inclusion of a broadcast ban, which proves the taboo and shows we do not yet live in a world where periods are normal.