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拒绝月经羞耻 , 这可能是近期最尖锐的女性广告

永刚 2025-03-06
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案例评分: 7.2 分 / 共8人评分

在伦敦街头,最近出现了一组有点“血腥”的户外广告。





这些照片来自女运动员们比赛时流血的真实画面。


但事情没有这么简单。仔细看就会发现,每张照片的血渍上都画了一个白色内裤,指向内裤血渍的箭头写着SHAME(羞耻),而内裤外的血渍,却指向GRIT、COURAGE、BRAVERY,这些表示“勇气”的词汇。




当两类强烈反差的词汇在同一处血渍上形成鲜明对比时,这组户外广告向来往行人的刻板印象发起有力挑战——运动流血是荣耀,月经流血就是羞耻,同样是血,凭什么要有双重标准?


这是洗衣液品牌Persil与阿森纳足球俱乐部联合发起的一场名为「Every stain should be part of the game」(每种污渍都应该是比赛的一部分)的活动,由MullenLowe UK担任代理商,旨在打破运动中月经羞耻的现状。


据Persil针对1000名15-18岁英国少女发起的调查显示,超过四分之三的少女因月经而停止参加体育活动;超过一半经历过月经污渍的尴尬、焦虑和羞耻,超过四分之一的人表示她们不愿意公开讨论月经。Persil本次联合阿森纳足球俱乐部几位女性运动员推出的户外广告及影片,就是希望帮助女孩们摒弃月经羞耻,勇敢参加体育活动。



Persil这支满是鲜血的女性广告,无疑给伦敦街头的行人带来了强烈视觉冲击。据了解,品牌还将在3月8日妇女节开启第二轮活动,并计划在5月国际月经日和7月欧洲女足锦标赛期间开展进一步活动。


妇女节即将到来,在最近越来越多的女性广告中,你觉得这算不算最“尖锐”的一支?

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欧洲

时间

2025-03-06

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