New advertisement questions what would happen if all men menstruated
The conversations around menstrual hygiene is slowly finding their way to common discourse. Dismantling age-old taboos and misconceptions takes its time and a period-proof underwear manufacturer, Thinx, is hoping to smoothen the process. The first step to quashing stigma comes with understanding and Thinx believes a good way to start is by imagining a world where people of all genders menstruate.
Ad reimagines daily menstrual issues with cisgender men
Thinx's latest advertisement titled "MENstruation" (a bit on the nose) opens with a prepubescent boy talking to his father after his first period. The ad reimagines the hushed period conversations and throws them out into the open because here, menstruation is everybody's business. The scenes quickly shift between a man checking his behind for bleeding, stained bedsheets, accidentally dropping sanitary pads, borrowing tampons, etc.
'If we all had them, maybe we'd be more comfortable'
The advertisement mostly features cisgender men, but offers a window into a world where everyone menstruates. A message reads, "If we all had them, maybe we'd be more comfortable with them," and the ad closes with a dual call-to-action, "It's time to get comfortable."
'People with periods taught it's something to be ashamed of'
Thinx CEO Maria Molland told AdAge, "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." Molland added, "We're taught to hide our period products in sleeves on the way to restrooms, and constantly check our clothes for any leaks or stains."
Ad aims to evoke questions about menstruation's pointless daily obstacles
Notably, the scenes depicting blood and a tampon string sticking out of a boy's underwear couldn't be cleared by certain channels for airing due to advertising guidelines, FastCompany reported. Thinx Chief Brand Officer Siobhan Lonergan admitted that the ad could upset a few but their objective is to get viewers to think and question the pointless daily obstacles that arise from menstruation.
Wanted an honest attempt to build understanding, empathy: Ad agency
The 80-second advert was created by agency BBDO New York and directed by Rachel McDonald. Crystal Rix, Chief Strategy Officer of BBDO New York, said, "We wanted an honest and sincere attempt to build understanding and empathy for people with periods."
Thinx offers period-proof underwear as alternative to tampons/pads
The advert is the first national campaign for Thinx, which was established in January 2014. Thinx offers period-proof underwear (eco-friendly alternatives to tampons/pads) in various designs that it claims can hold up to 4 tampons' worth of menstrual flow. The company also designs period-proof underwear for tweens and teens under the brand Thinx BTWN, and the Speax brand which offers underwear for bladder leaks.
