“Shocking & Sensational”: Facebook Bans Modibodi Ad That Normalises Periods
An ad which normalises menstruation by using the colour red to represent blood has been banned by Facebook for being ‘sensational’.
‘The New Way to Period’ campaign for period and leak-proof underwear brand Modibodi 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.
After three reviews by Facebook’s policy team, the 60-second film has been barred for advertising use 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 YouTube had also initially banned the ad but later rescinded the decision following a review and the commercial is also running on regional free-to-air and subscription TV.
Facebook has indicated for the film to be used for advertising, three offending scenes which use the colour red to represent menstrual blood have to be edited out.
Naomi Shepherd, Director, Facebook Australia and New Zealand said while she “loves” Modibodi is trying to normalise periods, it comes down to Facebook’s strict advertising policy.
“I love the video that Modibodi has created to normalise periods, encourage discussion, and promote their underwear range. The full 60 second video is available to view on their Facebook page and Instagram account.
“Our Community Standards outline what is and isn’t allowed on our free services, however, when it comes to ads on Facebook we have a higher set of standards for what content can be included in an ad. Our Advertising Policies are more restrictive because they take paid distribution to appear in people’s personal News Feeds and clearly state that ads must not contain text or images that may shock or that focuses on someone’s personal attributes, including their physical or mental health condition.”
Modibodi CEO and Founder, Kristy Chong criticised Facebook’s decision as outdated.
“Our aim for this film was to open people’s minds by taking the stigma out of what is a perfectly natural bodily function for women. It was not made to be deliberately sensational or provocative, but to show the very real and natural side of periods.
“We’ve used red to represent blood from day one and ‘The New Way to Period’ shows the real side of menstruation and that there are better options available than eco-damaging disposable pads, liners and tampons.
“It’s the twenty-first century and it’s disappointing Facebook doesn’t want to normalise the conversation around menstruation. We also note that other media platforms have not taken the same direction as Facebook,” says Kristy.
Unfortunately, this isn’t the first time Modibodi has experienced backlash for its honest representation of periods.
While the brand has fierce supporters, throughout its history Modibodi has also had some very vocal detractors, seeing period underwear or even the mention of periods on a public forum as unacceptable. Many have expressed their dislike with comments such as ‘disgusting’, ‘filthy’ and vomit emojis.
“From the very beginning, I was repeatedly told we’d need super glamorous models to make supposed unmentionable topics (menstruation and incontinence) tolerable to Australian women and the media
“I refused to believe this was the only way we could have a presence in the market and from day one we’ve sourced customers or everyday women from diverse backgrounds to help model and sell our products,” says Kristy.
In 2019, Modibodi conducted a pop-up tour across Australia to showcase their innovative product range and demonstrate how Australians are embracing change.
“After a handful of complaints from the general public some of the pop-up venues demanded that we cover our ‘leak proof undies’ signs. We also had a number of radio advertisements pulled from the air in 2019 after a small pool of listeners complained that the topic wasn’t appropriate for mainstream media,” says Kristy.
As a company, Modibodi has always faced their opposers head on, encouraging them to open up the conversation surrounding the issue, and ultimately, challenge them to try Modibodi before making a judgment.
Recent research by Modibodi found that one in three young girls are afraid of talking about periods and the brand is on a mission to replace fear and shame by helping everyone embrace their bodies.
Shot and directed by award-winning Sydney-based director Dani Pearce, the script for the film follows the journey of multiple women, each with their own nuance and story as they embrace the new way to period.
Creative agency Emotive were recently appointed as the global creative agency for Modibodi and led the campaign strategy.
‘The New Way to Period’ film launched on 16 September and is being shown across multiple platforms including regional free to air and subscription TV, connected TV, digital and out of home media, and Modibodi’s own channels.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.