Tampon company makes a stand by using real period blood in new ad

Because periods are normal.

Libra Australia has just gone where no advert has ever gone before ... and viewers have a lot of feelings about it.

Launching their latest campaign, #bloodnormal, the feminine care brand is depicting the experience of periods openly and honestly in a bid to normalise periods. 

And, in an Australian first, actual blood is depicted on a pad for the first time - instead of the tradition blue liquid which is often used to demonstrate absorbency.

"Contrary to popular belief, women don't bleed blue liquid, they bleed blood," the company's tagline reads.

"Periods are normal. Showing them should be too."

But the campaign, which seeks to educate rather than shock, has caused a massive stir online, with many taking to social media to share their thoughts- good AND bad.

Either way, we think it's great that people are talking about, and acknowledging periods as something that exists!