Why we’re telling The Whole Bloody Truth

2 min read

It looks like we’re entering a new era. The year 2020 will be remembered by generations for the seismic shifts we’re seeing in society. Recent events have made us all reconsider the impact we have on the world and each other. Out of dark times have come sparks of hope and inspiration, celebrations of individual identity led by activists the world over.

As a period-care company, we have a role to play in this movement. 

We have always been committed to changing the story told by the period industry, and yet we know we can do more. For too long, the media and our industry have collectively failed to acknowledge the true diversity of real people’s experiences of periods. They have failed to shine a light on the lows as well as the highs. For every white woman we see rollerblading across our screens, there is a very different story waiting to be told.

This is the moment we move from period positivity to period honesty. 

It’s time for The Whole Bloody Truth. No more glossy ads, no more exclusive language, no more products that don’t cater for all bodies.

We want every person with a period to feel seen and heard. We start today by offering a platform to some of these voices in a campaign that centres untold stories.

But our work doesn’t stop with passing the mic. We’re setting out our specific commitments to improve inclusivity and representation, and we’re calling on the rest of the period care industry to join us in making this change.

Advertising and media have focused on a singular, narrow story about periods and those who have them

Our commitments:

  • To reveal the #TheWholeBloodyTruth about periods, starting with real stories centred around diverse races, genders and bodies
  • To learn from past mistakes and use our platform to have difficult and confronting conversations about what and who the industry has forgotten

Commonly used language has failed to reflect the true diversity of people with periods

Our commitments:

  • To use gender-inclusive terms, such as “period care” industry instead of “femcare”, and “people with periods” instead of women – and to call on our colleagues to do the same
  • To avoid using gendered terms at all when they’re not necessary and to use non-gendered and racially diverse emojis in our posts 👍🏿👍👍🏽
  • To call out specific times when we’re referring to cis women, instead of assuming cis gender to be the ‘default’ option

The period care industry has largely been dominated by cis white men, which has helped perpetuate an inaccurate portrayal of menstruation

Our commitments:

  • To hire team members from marginalised genders and races
  • To work with consultants and educators from underrepresented groups, for example our recent workshop with a trans advocacy consultant
  • To create a safe working environment for everybody, for example by providing gender-neutral bathrooms 

Banner reading problem 4The period care industry, specifically the tampon sector, has been dominated by large corporations that have failed to innovate enough around menstruating people’s needs

Our commitment:

  • To put people with periods first using measurable innovation, for example by inventing completely new choices like the tampliner


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