Ad of the Day: Modibodi breaks social taboo by showing periods in ‘life’s leaks’
Period and absorbant apparel brand Modibodi, alongside production company Entropico, is continuing its plight to banish social taboos when it comes to all of ‘life’s leaks.’
The ‘Life-Changing Apparel’ ad series has just dropped in the UK and highlights the different experiences people go through that are not normally front and center of conversations or campaigns. In various shots viewers see a young girl experiencing her first period while witnessing the blood in the toilet basin, a woman enjoying self-pleasure while menstruating and the everyday experiences of incontinence after having a baby.
“Life-changing apparel is about redefining what comfort means for our customers in terms of the physical, ethical and emotional comfort they experience. It means being able to get our product in the hands of the differently-abled and those who can’t afford it,” said Kristy Chong, chief executive officer and founder at Modibodi.
“It’s about celebrating what our bodies can do, instead of what they look like. It’s about our genuine commitment to life on our planet. And, as always, it’s about breaking down taboos and using our platform to educate and de-stigmatize bodily leaks.”
Throughout this marketing push Modibodi wants to champion education, and open conversations and initiatives that challenge the shame and stigma that surrounds periods, pee and bodily leaks.
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“As a female director, I know that it’s so important to tell stories of bodily leaks through a new lens – one that feels modern and cinematic,” added Aislinn Lowe, director at Entropico.
“I love the way that these scripts show moments of truth and comfort – whether that’s physical, emotional or psychological. To me, Modibodi represents a way for people to be able to enjoy their bodies and their lives, no matter what stage of life they are in.”
The integrated campaign will be amplified via TV, digital and social channels.