The visual media we have been exposed to has shaped a part of who you and I are today. In fact, it continues to shape us, whether we like it or not. We are consuming content every day, every hour of our lives. And this is precisely how advertisements use behavioural psychology to create needs in us.
Additionally, by upholding awkward silences and pursed lips that period conversations invite in their advertisements, they seem to normalize it. From showing period blood as just a stroke of blue liquid to showing only one gender that is experiencing menstruation, a lot is misrepresented in our advertisements. Let us take a look at it:
- Variety of products: Compare the number of sanitary napkins ads we see and those of menstrual cups, tampons or cotton pads. Because of this underrepresentation of alternatives, a lot of women remain unaware of their options and continue to use the commercial sanitary napkins. Most of these are non-biodegradable and can also increase the risk of vaginal infection.
- Periods aren’t the cause of all problems: A failed exam, a lost match or a bad day at work cannot be attributed to periods. While there’s no denying about the cramps, mood swings or nausea one might experience, it doesn’t become the cause of an utterly lousy day. Also, a scented floral pad cannot solve it for sure.
- Just say it. Period: It’s funny how some advertisements sell a product for periods without ever mentioning the word itself. Euphemisms like “Mahino ke mushkil din” take its place. Sometimes, even if the protagonist doesn’t say anything, people around them understand that they are on their period. Ads should try and clear the air around the taboo to use the word and talk about it in general. As people normalize it in popular media, it’s usage will gradually become familiar too.
- People of a wide age and gender spectrum menstruate: From the younger generation of 10-15 years old to the middle-aged 45-50 years old, people across this age spectrum menstruate. However, ads only seem to represent a part of the range. Relatable advertisements can educate them better about periods and their product options. Similarly, periods are not only a cisgender phenomenon. Many people undergoing hormone replacement therapy can experience PMS, mood swings etc. without the bleeding.
- Add some humour: It’s no secret that humour is the best way to give out a message and help change perspectives too! Some humour in mainstream ads can make it fun and also deliver serious messages efficiently. People grasp it easily, and it resonates with them.
With that said, we must also acknowledge the few ads, videos and initiatives that have been path-breaking as they shift away from the prevalent stereotypes. Let us have a look at it:
- Rio heavy-duty pad ad: This sanitary napkins’ ad shows blood on screen in a first. It shows the flow types with the help of a balloon opening from which the liquid comes out. Starring Radhika Apte, it is one of the few ads also to show an entire pad soaked in blood. And although a little late, it’s a ray of hope to see ads breaking stereotypes.
- Thinx: With a unique concept, this ad shows that if in a fictional world, everyone has periods, then the awkward air around it wouldn’t exist, and people would freely talk about it. It intends to give out a powerful message of normalizing conversation on periods.
- Don’t hide it. Period: This campaign aimed at changing how we perceive periods by redesigning the conventional sanitary packaging. Each pad carries a bold message to normalize the conversation around periods. It also comes in a reusable canvas bag unlike other sanitary napkins and thus reducing plastic.
- India’s Best Sanitary Napkin Ad: This video by Being Indian with the same name has a sarcastic take at how the conventional period ads have unrealistic promises and portrayals that are beyond reality. From the pad soaking every ounce of the liquid to all of the person’s problems being solved with it, the video is a crisp example of what is wrong in our advertisements. Although released in 2015, it’s sad that even today if we look around, we’ll realize that not much has changed.