By: Ofentse Tladi
Given how misleading period adverts can often be, it is easy to question what truly makes an advert effective.
Advertisers would have you believe periods are a dance party or a carefree stroll in the park. In reality, they are an emotional rollercoaster, and it is time we saw the truth.
The latest Always advert opens with five women in vibrant colours dancing energetically. As they dance, three boys dressed similarly appear, looking surprised by the scene. One girl playfully dances over one of the boys, heightening his surprise. The advert then wraps up with the product prominently displayed, highlighting the sanitary pad.
Instead of showing the reality of pain and discomfort, it presents an unrealistic and misleading image. Moreover, the scene where the girl dances over the guy feels inappropriate and out of touch with the true experiences of women on their periods.
The potential intention behind this advert is understandable as it aims to cast periods in a positive light rather than focusing on the negatives, perhaps to try bring hope to those who experience them. However, the reality of what one truly experiences during their period is more grim.
According to the National Institute of Health, many women and girls suffer from abdominal pain during their periods, a condition known as dysmenorrhea. This condition has psycho-emotional symptoms such as anger, irritability, and depression.
As a writer with a Bachelor of Creative Writing from AFDA, where I studied promotional writing and won the Undergraduate Discipline Merit Award in that field, I have substantial knowledge in promotional writing to decipher what separates a good advert from a bad one.
The basis of promotional writing and advertising is about connecting with your target audience. You want to make them feel seen, heard, and most importantly, you want a powerful call to action that compels them to take immediate action.
A recent Kotex advert titled “ProgressFeelsLike” exemplifies what I believe period advertising should be. The advert captures the often overlooked discomfort women experience during their periods.
It uses a narrative format, combining powerful voiceover with clips of women pushing through the sharp grip f cramps during meetings, discreetly checking for leaks on their pants in crowded spaces and fighting exhaustion while caring for their family.
The line, “being dismissed is being on your period,” underscores the frustration of having your struggles minimized simply because you are menstruating.
Another powerful line, “not comfortable, seen as not capable enough or as behaving enough,” captures the harsh judgements women often endure while on their periods.
These judgements manifest in different ways – being perceived as overly emotional or unreliable at work, having their capabilities questioned simply because of the natural biological process, or being labelled as moody or difficult to work with.
These assumptions can lead to women being dismissed or overlooked in both professional and personal settings, reinforcing the stigma and silence surrounding menstruation.
The world of promotional writing is really about storytelling. It is about using your brand to craft narratives that draw your audience into your world. Understanding your audience’s needs, desires, and pain points and then communicating how your brand can meet those needs in an authentic way.
Advertising is not just about making a noise and selling a product; it is about creating a melody that lingers in people’s minds long after the campaign is over.
FEATURED IMAGE: Ofentse Tladi, 2024 Wits Vuvuzela Journalist. Photo: File/ Leon Sadiki.
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