Bodyform Praised For Breaking Endometriosis Taboos With New Campaign Advert

Bodyform's new campaign, #wombstories, has been praised for breaking the taboo associated with endometriosis and other conditions.

The campaign video was released following new research revealing over a fifth of women believe society wants them to keep quiet about their experiences of endometriosis, as well as other health issues.

It aims to give voice to the "unseen, unspoken and unknown truths" about women's bodies and their experience of endometriosis, as well as miscarriage, fertility issues and menopause.

You can watch it here:

The campaign film, directed by Nisha Ganatra, flicks between animation and reality, depicting the "never simple" womb stories of different women.

It portrays the pain associated with endometriosis, the devastation of miscarriage, and the unbearable hot flashes of menopause.

Womb stories also aims to push back on the assumption of what a woman's 'timeline' should look (aka, starting their period, wanting a baby, getting pregnant, having more babies and then going through the menopause).

And ever since it launched last week, people have been praising the ad. One person wrote: "Absolutely incredible advert!! So powerful and relatable. Top job!!"

While another said: "This advert was stunning, you actually made me cry. I buy body form for my daughter, but I'm switching now too. Thank you!"

"This is the best advert and visual representation of the earth, wind and fire of the female body that I've ever seen. Educate yourselves. Or just watch and relate. Empathize. Thank you," tweeted another.

Others were blown away by how refreshing the campaign video was, with many admitting it brought them to tears.

"Well it's been a while since I've cried watching an ad! Bravo @bodyform, your #wombstories campaign is brilliant. Thank you for acknowledging the reality of our lives, with all its ups and downs," tweeted one person.

While another added: "I've watched your advert three times and have cried three times. Feel validated, and feel happier in my body than I have done before. Thank you for showing the true painful and joyful experience of being a woman."

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The campaign found that 68 per cent of women who had experienced miscarriage, endometriosis, fertility issues or menopause said being open with family and friends helped them cope. Meanwhile, almost two thirds said trying to go through it alone was a mistake.

The same research revealed 21 per cent of women feel society wants them to stay silent about their condition, while over half said societal judgement made them feel they couldn't share their experiences.

In keeping quiet, however, 44 per cent said they had damaged their mental health.

Bravo Bodyform, this is so refreshing to see.

Topics: Endometriosis, Life News, Health

Lucy Devine

Lucy is a journalist working for Tyla. After graduating with a master's degree in journalism, she has worked in both print and online and is particularly interested in fashion, food, health and women's issues. Northerner, coffee addict, says hun a lot. Get in touch at [email protected].

@lucedevine