Ta kampania przypomina, że nie tylko cis-kobiety menstruują

Nie zapraszamy J.K. Rowling do dyskusji, bo nie ma o czym. Callaly w swojej nowej kampanii porusza tematy, które wcześniej były na marginesie debaty publicznej.

Potrzebujemy więcej dowodów, by obronić tezę, że menstruacja to nadal potężny temat tabu? Niech kolejnym argumentem będzie chociażby fakt, że życzliwa korekta w przeglądarce podkreśla słowo „menstruują” w tytule jako błąd. O grząskim gruncie poinformował nas też zaskakujący odzew na tekst Zosi Krawiec o wykorzystaniu krwi menstruacyjnej w sztuce performatywnej. Czytacie te komentarze na własną odpowiedzialność.

Sama dyskusja o okresie jest wystarczająco trudna. Callaly, firma zajmująca się innowacjami w dziedzinie produktów związanych z tymi comiesięcznymi dolegliwościami, próbuję teraz przebić kolejną barierę – uświadomić wszystkim, że nie tylko cis-kobiety są na nie podatne. Według badań przeprowadzonych przez markę, 66% pytanych osób czuje, że sposób, w który miesiączka jest pokazywana w mediach, a zwłaszcza w reklamie, nie oddaje ich doświadczeń. Callaly chce więc pokazać „całą krwawą prawdę”, a jedną z jej części jest fakt, że z menstruacją zmagają się nie tylko cis-kobiety, ale także osoby transpłciowe, interpłciowe oraz niebinarne.

– Czas by w końcu ludzie uświadomili sobie ten fakt. Jednym z naszych pierwszych klientów był mężczyzna i jako marka czujemy, że naszą odpowiedzialnością jest promowanie wiedzy na temat okresu i tego, kogo w on dotyczy – powiedziała w wywiadzie z Forbes Kate Huang, szefowa marketingu Callaly.

Producent zaprosił wiec do kampanii The Whole Bloody True osoby, które szczerze opowiedzą o swoich doświadczeniach i przełamią stereotypy dotyczące miesiączki. Część z nich przeczytacie poniżej:

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It’s time to tell #TheWholeBloodyTruth about periods. For too long, the media and the period-care industry have created an unrealistic portrait of people who menstruate; one in which thin cis women wearing impossibly white skirts leap about on golden sand while laughing at their own jokes. But for many people, periods are no joke. In the wake of JK Rowling’s comments about the term “people who menstruate”, we decided it was time to take action. We commissioned research that showed 66% of people didn’t feel they were represented in the media when it came to periods. And we decided it was time to pass the mic to some of these people. We’ve asked some of our favourite writers and creators to share #TheWholeBloodyTruth about their periods and we’ll be reposting their stories on our feed in the coming weeks. We hope that some of these accounts feel more relatable to you than the images you’re used to seeing in the ad breaks. Please do join in the movement by sharing your own story, tagging @mycallaly so we can help get every single period experience seen and heard. And by the way, we’re not stopping at storytelling. We’re also pledging to make specific changes to how we do things at Callaly, and we’re calling on the whole period-care industry to follow us into a more inclusive, representative future. You can read our commitments at the link in our bio.

Post udostępniony przez  Callaly (@mycallaly)

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"I'm pleased to be taking part in #TheWholeBloodyTruth campaign with @mycallaly, helping to de-stigmatise periods by having honest conversations about what our periods mean to us! I think it's important to have different experiences of menstruation represented in advertising, including painful periods and the effects of PMS on mental health. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Growing up there was definitely a lot of cultural stigma around periods and it wasn't discussed much. After being told the basics (you are menstruating now, here is a pad – use it) I don't remember being given much other advice. Irregular periods, chronic period pain, and heightened depression and anger around my period were things I had to navigate on my own through trial and error. But despite all of these things, I have a special relationship with my period and am able to lean into the emotional vulnerability during menstruation in a beautiful way. As a Muslim woman, I appreciate that special allowances are made for menstruation – such as being given a break from fasting during Ramadan as well as praying. While I see this as a positive thing – and one of the 'perks' of periods – others may project feelings of shame and disgust on to our periods, and this is something that is important to challenge. As the world goes through major changes right now, periods are a part of life we need to embrace and educate each other about." - @ruqaiya.haris

Post udostępniony przez  Callaly (@mycallaly)

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"Growing up, I wished there was better representation on the whole 'period experience', with more realistic experiences from ALL people that experience them rather than just seeing skinny cis-gender white women prancing around laughing and what not. Cus trust me, anyone that has periods can tell you that this is most definitely not how most of our periods go down. I'm taking part in #TheWholeBloodyTruth campaign with @mycallaly, to open up the conversation around periods with real voices and real people.⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Story time: let's take it back to secondary school. During those years, I had a super heavy flow with blood clots. I would dread getting my period because, for me, that meant 3-5 days of being extremely uncomfortable while mainly being in the last place I wanna be – school. I remember sitting in class while on my period and feeling my pad leaking, being too scared to ask in the middle of class to ask to go to the bathroom to sort it out cus, "What if there was a stain?!" I would wait til the end when everyone left, look back at my seat in dread and there it was... a bloody period stain!! I was mortified and embarrassed. ⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ As I grew up I found spaces on social media that were open and frank about the conversation on periods. This translated to becoming more comfortable talking about periods within friendship groups and generally other people with periods. Having more open conversations,I started to realise a lot of the experiences I had – including the 'embarrassing' ones – were in fact experienced by so many others. I wish I could have known when I was younger that experiences like these were normal; it would have made the whole thing way less traumatic and lonely.⠀⠀⠀⠀⠀⠀⠀⠀⠀ ⠀⠀⠀⠀⠀⠀⠀⠀⠀ Now it's your turn! If any of you folx have a period story you would like to share tag @mycallaly and use the #TheWholeBloodyTruth ... your story needs to be heard by people too!" - @sheerahr

Post udostępniony przez  Callaly (@mycallaly)

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