Sanitary Towel Advert Manages To 'Fat-Shame' And 'Period-Shame' Women In One Fell Swoop | HuffPost Life

Sanitary Towel Advert 'Fat-Shames' And 'Period-Shames' Women In One Go

Natasha Hinde— The Huffington Post UK

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An advert for Sofy BeFresh sanitary towels has managed to offend plenty of women by simultaneously "period-shaming" and "fat-shaming" them. Nice work, guys.

The sanitary towel advert features a woman who comes face to face with her menstruating alter ego, who happens to be a larger and angrier version of herself.

The advert, named "Ugh Moments", essentially labels the larger, make-up free, pizza-devouring alter ego as undesirable, by negatively denoting that she is, well, "ugh".

It also manages to play off the common (and quite frankly, boring) stereotype that women on their periods are angry and irrational.

While some people found the advert hilarious...

Others have branded it "disgusting" and are even calling for the advertising agency behind the commercial to be fired.

Mags Sikora, co-founder of PeriodBox, tells HuffPost UK Lifestyle that she believes the advert is only helping to reinforce the idea of "fat stigma" in society.

"Showing a curvy woman as less attractive to her counterpart proves that so-called 'fat stigma' is very much present and widely spread across the globe.

"Yes, women gain weight and some of us experience mood swings two weeks before our period begins - which is thought to be connected to the rise and fall of hormones throughout the menstrual cycle - but this advert went in the wrong direction.

"It's not surprising people aren't happy about it!"

She adds: "We hear very often that obese individuals (especially women) are highly stigmatised and face multiple forms of prejudice and discrimination because of their weight. The most worrying thing is that this type of behaviour is already seen at schools - being 'fat' is one of the most common reason children are bullied.

"This type of advertising definitely doesn’t help to change that."

But she also notes that it's difficult to find the right balance when it comes to creating an advert for something that is still "unfortunately" a taboo subject.

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Sikora isn't the only one who disapproves of the ad. Rivkie Baum, editor of SLiNK magazine says it's "ridiculous" that it was ever signed off.

"It seems strange in 2015 that an advert like this is even put in motion. Once again we see some very clear and ridiculous stereotypes being driven and it's sad that these come from a company aimed at women.

"The fact they have chosen to body-shame their target consumer at, let's face it, a time of month when most of us don't feel awesome, suggests that they're massively out of touch."

In response to a complaint from a consumer, the sanitary towel company wrote: "The SOFY BeFresh television commercial was extensively researched with Australian females before launching and we certainly do review all feedback from the research to ensure that the key message and terminology are appropriate for the market."

Top 10 Stupid Period Myths

MYTH: Don't exercise when you are on your period (01 of24)

TRUTH: Run, bike, dance — do whatever you want. These are just some of the so-called "strenuous" activities you can still do while you're on your period. Unless you're in a lot of pain, feel free to exercise or partake in any other type of activity. In fact, some studies even suggest exercising can help with painful periods.

MYTH: Don't go swimming (02 of24)

TRUTH: There was a time when young girls were told strange things like if they went swimming in the ocean, their period scents would attract sharks, or their tampon would swell with water, causing them to drown. These are pure myths. Tampons, for example, make it easier for women to enjoy swimming or beach days during periods.

MYTH: People can tell when you're on your period (03 of24)

TRUTH: Unless you're carrying a big red sign that says "it's my time of the month," nobody will know you're on your period. If you're embarrassed about pad lines (even though you can hardly tell), try wearing a tampon. Sometimes, you may also have a period odour. Again, nobody else can smell it. If you are worried, change your tampon or pad more often.

MYTH: Teens shouldn't use tampons(04 of24)

TRUTH: Tampons are perfectly safe for both teens and adults. If you still haven't used a tampon and you're worried about discomfort, make sure you read the instructions carefully. And no, using tampons doesn't mean you lose your virginity.

MYTH: During your period, you lose a lot of blood(05 of24)

TRUTH: For the first few hours/days of your period, it may seem like you’re losing a lot blood. On average, women lose about 60 ml (4 tablespoons) of blood, and considering a teen who weighs 110 lbs has about 3,500 ml of blood in her body, you can see the loss isn't that big.

MYTH: A tampon can float away inside your body (06 of24)

TRUTH: No. Just no. There is no way a tampon can "float" away inside your body. Once you insert a tampon, it will stay there until you have to take it out.

MYTH: Don't wear tampons overnight (07 of24)

TRUTH: You CAN wear a tampon overnight. Most tampons can be worn for eight hours a day or night, keeping in mind you should change your tampon every four to eight hours.

MYTH: During your period, only sleep on your side (08 of24)

TRUTH: Again, false. Sleep on your back, front, side, whatever makes you feel comfortable. If you're worried about leaks, try pads and tampons that are meant to be worn overnight.

MYTH: PMS is not real (09 of24)

TRUTH: PMS (premenstrual syndrome) can occur seven to 14 days before the period begins. During this time, women may experience acne, bloating, tender breasts/nipples or mood swings. Some studies have shown mood swings, for example, may not exist, but this again varies from woman to woman.

MYTH: Inserting a tampon hurts (10 of24)

TRUTH: The key to using tampons is to relax. If you don't get it right the first time, don't worry. Practice makes perfect, even when it comes to tampons.

NEXT: Worst Nicknames For Periods(11 of24)

(12 of24)

What it sounds like: A really bad horror film about a group of teens who drive their car out into the woods and get haunted by a ghost.
But what you're actually referencing: There are cramps, and yes, blood to deal with, but getting your period isn't a curse of any sort — it's part of being a woman of a certain age. Periods involve our ovaries releasing eggs, while hormonal changes prepare our uteruses for pregnancy. See ... not so scary.

(13 of24)

What it sounds like: A really cool and urban aunt who likes to listen to hip hop and buy vinyl records
But what you're actually referencing: Aunt Flo only visits once a month (a 28-day cycle to be exact). She is kind of uncomfortable, annoying and her conversations never stops flowing...

(14 of24)

What it sounds like: Your really really really old aunt who has a kind soul.
But what you're actually referencing: Similar to her sister Aunt Flo, Aunt Rose seems to be the nicer of the two: Because we all know things like rose petals and rose bushes resemble menstruation.

(15 of24)

What it sounds like: Like you have a giant wound and you can't stop bleeding. Ever.
But what you're actually referencing: You're being pretty literal here, but yes, a period means you're bleeding from your vagina.

(16 of24)

What it sounds like: A really trendy urban cafe.
But what you're actually referencing: The dot/dots that appear on your liner, pad and sometimes on your bed sheets and underwear. Also, dot = period.

(17 of24)

What it sounds like: Not just any friend, but a really annoying friend you don't like.
But what you're actually referencing: Sometimes we try to make the best of what life throws at us by staying positive and remembering our periods can be our friends.

(18 of24)

What it sounds like: When the plumbing went wrong ... for a week.
But what you're actually referencing: Again, the leak refers the constant flow of blood coming out of your body. We also assume people are referring to leaks they get on their pants or bedsheets. The worst.

(19 of24)

What it sounds like: Time of the month sounds like a hush-hush thing that happens to your body that only you and members of a secret club understand.
But what you're actually referencing: TOTM refers to time of the month when your period is taking place — just so we're all on the same page.

(20 of24)

What it sounds like: A newsletter or a magazine that comes out once a month
But what you're actually referencing: To add emphasis that everything is cool with your flow and your period only happens once a month.

(21 of24)

What it sounds like: Teenage slang
But what you're actually referencing: PMS actually stands for premenstrual syndrome, and isn't a synonym for your period at all.

(22 of24)

What it sounds like: A dirty old cloth you use to wash your dishes and floor
But what you're actually referencing: The rag is closely related to the pad or tampon we wear during periods... and how uncomfortable it is. It's also an unfortunate visual.

(23 of24)

What it sounds like:This river in China!
But what you're actually referencing: We're not sure with the obsession of words like "river," "water" or "flow" when it comes to describing your period. Our best guess? The assumption that when a woman is on her period, she is forever bleeding.

(24 of24)

What it sounds like: It sounds like what it is, the bleeding elevator from the 'The Shining.'
But what you're actually referencing: Periods are scary and women bleed and if you see/talk about this blood, something terrible will happen. Get a grip, people — the only thing frightening about periods is using phrases like "the shining" to describe it.

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