Facebook has reassessed its decision to ban an ad by period underwear brand Modibodi, advising the company the ad is now approved and running on Facebook.
The ‘New Way to Period’ campaign was recently launched in a bid to end the centuries old view that periods are ‘gross’ or shameful in addition to heralding a new more sustainable approach to managing periods.
Facebook’s policy team banned the ad from its platform for violating guidelines regarding shocking, sensational, disrespectful or excessively violent content. YouTube had also initially banned the ad but later rescinded the decision following a review and the commercial is also running on regional free-to-air and subscription TV.
Kristy Chong, CEO and Founder of Modibodi said of Facebook’s reassessment: “Modibodi’s mission is to break down taboos, help people to understand and embrace their bodies, while also looking out for the planet through our sustainable, leak-proof apparel.
“As a company, we have always faced challenges head on, encouraging people to open up the conversation surrounding the issue, and ultimately, urging them to try Modibodi before making a judgement.
“We’re pleased to share that Facebook has reconsidered its position on our 60-second film, so we can continue our mission to open people’s minds by taking the stigma out of what is a perfectly natural bodily function for women.
“Australia needs organisations and media outlets like Facebook to help define a future where people can be proud of their bodies. We commend Facebook for taking this important step so that the next generation of women will feel empowered by their period, not ashamed,” said Kristy Chong.
Naomi Shepherd, Director of Facebook Australia and New Zealand said: “Encouraging open discussion about the issues Australian women face is important to me personally and to our values at Facebook. We know these issues are complicated, and our Sydney-based team has been working closely with Modibodi across the development of this campaign. After further review and consultation with our teams, we are pleased that Modibodi’s ads will now be shared across our platforms in their entirety.
Watch the ad here.
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