Libresse（Esstiy Femcare brand in the Nordics, also known as Bodyform）,the taboo breaking brand has released a new ad, which is part of Libresse's “Don't Hide Your Period” social media campaign.

The one-minute ad features Chinese actress Zhou Dongyu, the brand Chinese ambassador, talking about menstrual experience openly and claiming that period is not a shameful thing need to hide.

It is not the first time for Libresse to break the prejudice of female private issues in China. Back to 2016, Libresse used red-colored fluid to demonstrate their pads from conventional Chinese commercials for feminine hygiene products. In year 2018, Libresse also launched a campaign Viva La Vulva that celebrates the vulva in all its beautiful forms.

Just like #Blood Normal and # Viva La Vulva, #Do Not Hide Your Period fight against the myths, insecurities and stereotypes that women are subjected to when it comes to their periods. Instead, periods are “important events that deserve to be emphasized with red markers in our life”.