As a nation we are becoming more open in topics about health and bodies, although many natural functions are still seen as taboo.
Periods are one of these taboo topics, often hidden away and only discussed when it is that 'time of the month'. Even when advertising menstrual products, women have historically been depicted in white clothing, frolicking without a care in the world.
While adverts have become more honest about period realities, they rarely - if ever - show the actual blood that anyone menstruating has to deal with.
Reusable period underwear brand Wuka have created a ground-breaking advert that hopes to tackle this taboo.
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The advert, which aired on Sky Media's TV and on demand platforms, has sparked controversy as it includes blood clots and period bleeding in the shower as well as a tampon wrapped in a bloody tissue.
One viewer tweeted: "@SkyNews Wuka advert at this time of the morning now I have to make s**t up as my 6 year old shouldn't have to know about periods. Who the f**k though that was a good advert to put on at 630 am?"
Another said: "Graphically advertising period pants on tv, clots and all is just too much!! #Wuka I don't want that flashing up during Sunday lunch, it's disgusting."
Periods are something that around 18 million Brits live with every single month, menstruation can begin as early as eight-years-old and last until a person is in their 50s - but many are under-educated and feel shame around their natural cycle.
Ruby Raut, CEO and Co-Founder of Wuka, defended the advert and said: "I am a female founder, an immigrant and a self-funded businesswoman, who is disrupting the dominance of billion-dollar disposable period product giants.
"I have learned I have to punch way above my weight to make an impact, and the Sky Footprint TV commercial presented us with the perfect opportunity to speak up.
"In this ad - a first for WUKA - we didn't want to hold back. We have been surprised by the challenges we faced in getting approvals, which is clear evidence that there is still a long way to go in normalising periods, smashing taboos and depicting period realities.
"A focus group also revealed real discomfort for some viewers, which again, shows how much work still needs to be done to make period realities part of our everyday conversations."
The advert was inspired by real life stories from customers, many of whom Ruby says email her weekly thanking the work in period education that Wuka do.
She shared: "This ad is for them; to feel seen and heard and, most importantly, to bring periods out of the shadows and into the mainstream, normalising them and helping others speak more openly about this entirely natural biological process.
"We are so proud of the final ad, of its no holds barred and taboo-busting approach to periods. We are open to all reactions, as our goal is to encourage more frank discussions about menstrual health.
"A more realistic depiction of what periods are and how they impact our lives is well overdue and we hope that with this ad, we are setting a new standard in the industry, normalising the menstrual narrative, and making tangible progress for women’s rights and period equality."
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