Feminine hygiene company Thinx has had some problems launching its latest campaign, which depicts a world where men get their periods too.
The ‘MEN-strauation’ campaign opens with a young boy telling his father he thinks he has his period and goes on to show other cisgender men placed in everyday situations familiar to anyone with periods experience.
“People with periods are taught from a young age that one of our body’s natural processes is something to be ashamed of, and something we should go to great lengths to conceal,” said Thinx CEO Maria Molland.
“We’re taught to hide our period products in our sleeves on the way to the restroom, and constantly check our clothes for any leaks or stains.
“In fact, 80 per cent of teens [with periods] report a negative association with periods, and say they are gross or unsanitary.”
And while the campaign ultimately asks the question “if we all hard periods, would we be more comfortable with them?”, the company has still faced obstacles in getting the campaign onto screens.
Initially, the company was forced to cut out a scene that showed a bloodstain before networks agreed to run the campaign.
But even after making the edit, CBS still refused to air the ad, after deeming it to be “too graphic” because of a scene which depicted a tampon string.
However, it has since been revealed by the New York Post that CBS is reviewing the decision.
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