Talking to Adweek, Thinx Chief Brand Office Siobhan Lonergan said, “Part of our DNA is to start conversations and open up subjects we haven't been able to open up before. If we all had periods, would we be more comfortable about them? And so we used certain vignettes and placed them in everyday situations really to highlight some of the challenges we all face with periods."
"I hope our audience will watch intensely, consider it in a different way and continue to open up that conversation," she added.
Thinx isn’t the only brand trying to normalise periods. Libra recently launched its #BloodNormal campaign in Australia and New Zealand with the message: “Periods are normal. Showing them should be too.” In the ad, it openly shows period blood and everyday experiences for women who have their period, from swimming to showering and having dinner with friends.