"I do not think it is appropriate to show blood coming from the body": Complaints have reached the offices of the Second Television and Radio Authority regarding the new advertisement of the Modibody company that went on the air last night (Saturday).
The new campaign under the name "Show it as it is" was created by the Modibody Israel team.
In the campaign, you can see a variety of women who use reusable underwear.
Unlike other advertisements that "hide" and "cover", here the company comes to show things exactly as they are.
The campaign focuses on the diverse and true experience of women during menstruation, instead of continuing a line of years in which advertisers show women a very flat layer that tells women how to feel.
Or in short: "show it as it is."
"Normalizing the Discourse", from a Modibody campaign, Photo: PR
In fact, this is the first time on television in Israel that a commercial company that provides absorption solutions for women, shows a variety of women with the intention of emphasizing what the company's founders believe in, women around the world and all ages sometimes experience pain, fatigue and more during menstruation.
"Offensive and disgusting content"
As of this morning, many complaints began to reach the Second Authority Council, believing in the broadcasts and publications on the commercial channels.
"The content is offensively offensive, disgusting and unsuitable for viewing in prime time. As a woman the commercial is revealing and causes discomfort to move," one of the complaints read.
"In my opinion, the advertisement goes beyond the limits of visual visibility. I do not think it is appropriate to show blood coming from the body," another complaint read.
"The advertisement is unworthy, and not educational for children who see the mother bleeding. It's traumatic for children and should not be shown on TV. I ask you to please download the shameful advertisement."
"It is important for us to take part in the changes in the discourse"
"We feel proud and privileged to be the first to show on television the reality that women experience every month during menstruation, a natural and healthy process whose sincere representation touched thousands of women who wrote to us with excitement and appreciation," Modibody responded.
"It is important for us to take part in changing the discourse around menstruation, not as something to hide or be ashamed of, but to show women and girls that what they are going through is normal, and that their bodies are fine, as it is. These for women in particular, and for all of us, we have given in this advertisement hope to girls and women as far as they know that there are those who believe that we are allowed to have an honest and inclusive discourse that normalizes the woman's body.
"We thank the second authority that allowed for the first time in Israel, as in other enlightened countries, to show in prime time, an advertisement of a commercial brand that takes the right to show an honest and authentic truth about female menstruation. We wish every girl, girl and woman to feel natural about her body "For all of us, the entire advertising industry will see this as a value. We appreciate the PA's firm standing in the face of the references and the importance of normalizing the discourse and the right of girls and women to see their characters in the advertisement."
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