In Honor of Periods, Pad Commercials, and Menstrual Cramps
Recent ads from Verizon and Always Sanitary Pads pack a powerful message to pre-teen girls on what it is like to be dismissed as "like a girl." In contrast, the latest video from menstruation marketer HelloFlo, which provides monthly "special delivery" packages for a girl's "hoo-ha," comes with a snarky kid narrator and her gleefully revengeful mother.
The advertised discrete brown box arrives every month from HelloFlo to take care of all those messy adolescent menstrual needs, plus candy to console cramps and monthly crabbiness. Meant to be a satirical and humorous take on modern mother/daughter communication, many moms found the HelloFlo clip to fall flat and farcical, with one NPR commentator dubbing it meanstration.
As a family physician (and mother of a daughter), I am dismayed by this type of marketing and what it says about mothers, daughters, and our view of menstruation. Sure, we love to laugh at absurdity; it makes us cringe and squirm ...1