From Delhi to Dublin: Shreya Aggarwal’s inspiring career in data analytics
From Delhi to Dublin: Shreya Aggarwal’s inspiring career in data analytics

Leonie Corcoran

This dreamy East Cork period home is on the market for €775,000
This dreamy East Cork period home is on the market for €775,000

Megan Burns

My Life in Culture: Artist Brian Maguire
My Life in Culture: Artist Brian Maguire

Sarah Finnan

Inside the incredible shipping container house in Ringsend
Inside the incredible shipping container house in Ringsend

IMAGE Interiors & Living

No pumpkins in sight: how the Irish celebrated Samhain long before Halloween
No pumpkins in sight: how the Irish celebrated Samhain long before Halloween

Erin Lindsay

‘My experience as an Olympian has taught me how to sacrifice short-term fun for long-term fulfilment’
‘My experience as an Olympian has taught me how to sacrifice short-term fun for long-term...

IMAGE

A seafront Skerries home has been given a luxe update with rich colours and hotel-inspired details
A seafront Skerries home has been given a luxe update with rich colours and hotel-inspired...

Megan Burns

Every entrepreneur has a lightbulb moment . . .
Every entrepreneur has a lightbulb moment . . .

Leonie Corcoran

Qbanaa: ‘A career in music is like a start-up business — you can lose a lot at the beginning’
Qbanaa: ‘A career in music is like a start-up business — you can lose a...

Sarah Gill

My Career: Founder of the AI Institute Maryrose Lyons
My Career: Founder of the AI Institute Maryrose Lyons

Sarah Finnan

Image / Editorial

WATCH: Powerful new Bodyform ad shatters the taboos around periods, endometriosis and menopause


By Edaein OConnell
07th Jul 2020
WATCH: Powerful new Bodyform ad shatters the taboos around periods, endometriosis and menopause

A new advert called #wombstories is shattering the taboos that surround periods, endometriosis, menopause, fertility and all of the complexities of women’s health


A new campaign by Bodyform called #wombstories is aiming to give a voice to women’s health.

And a video launched last week as part of the campaign is aiming to shatter the stigma.

The film titled Bodyform: #wombstories and directed by Nisha Ganatra pushes back against the assumption that there is one biological timeline that women live by. You start your period in adolescence, repeat with som pain, you want a baby, get pregnant, have a baby, have more periods, stop periods, fade into the menopausal background.

As women know, the reality is not as straightforward. The issue is full of complexities and every story is different. However, society has programmed women to stay silent about intimate issues and does not encourage open conversation about the highs and the lows of female health.

The film explores this culture of silence and looks at the taboos that impact a woman’s confidence and wellbeing. By introducing viewers to personal #wombstories, looking at the often-tabooed stories of miscarriage, endometriosis, fertility issues, not wanting to have children, and the menopause. It’s a powerful and emotional portrayal of the female story. It’s a tale full of the weird, the wonderful, the sad and the happy.

And it’s one that needs to be heard.

A new research study by Bodyform found that two-thirds of women (68%) who experienced miscarriage, endometriosis, fertility issues, and menopause said that being open with family and friends helped them cope. Yet, the same research found that 21% of women feel society wants them to keep silent about their experiences, and nearly half of women felt staying silent about their issues damaged their mental health (44%).  This leads to a damaging silent narrative around a range of difficult and sensitive issues that women face every day. The physical concern may be treated, but the emotional dimension is often left unheard and overlooked.

Nicola Coronado UK and Ireland consumer marketing director at Bodyform said of the campaign: “With #wombstories we are starting a movement. We want to boldly go where no other brand has been before; inside women’s bodies and emotions to truly represent their sensations and feelings that we believe are not only invisible but ignored, overlooked or denied. #wombstories reveals the narrative inside and out and we hope to put these topics on the table for all to talk about.”


Read more: Helen Fielding says Bridget Jones’ Diary would not have been made now

Read more: ‘Dry needling was a huge factor in helping me with my chronic pain’

Read more: Perimenopause: The symptoms you may not know about