Bodyform is leading the way in breaking the taboo around periods by ditching the infamous blue liquid in its demonstrations for a vial of menstruation blood. This comes as part of their #bloodnormal campaign, which aims to end the confusion that millions of teenage girls experience when they start their periods.
At the centre of Bodyform's campaign is an advert which ditches the usual smiling faces of women playing volleyball and roller-skating and instead shows a menstruating woman in the shower with a trickle of blood running down her leg. It then moves on to an image of a woman floating in the pool on an inflatable sanitary towel and ends with the absorbency of the sanitary towel being demonstrated with red liquid rather than the usual blue.
Research has shown large numbers of women have dented confidence because periods are not discussed openly and sanitary towel adverts have only exacerbated this up to now, reinforcing the idea periods should be hushed up. Bodyform hopes to show that periods are normal and talking about them and showing them on TV should be too.
Meanwhile, Labour leader Jeremy Corbyn has demonstrated he too has wings by masterminding a subtle but distinct shift of power in the House of Commons from blue to red.
It all began last week in Prime Minister's Questions when Jeremy put forward the motion for the Universal Credit helpline to be made a freephone number after it emerged callers were having to pay 55p a minute on their mobiles for help.
Prime Minister Theresa May and work and pensions secretary David Gauke dismissed any need to scrap the charges, saying the Universal Credit helpline was a 0345 number, charged at local rate, not a premium rate number, but it looks like they have since felt the pressure to rethink. The Tories declared this week that all Department of Works and Pensions numbers would now be free, a move Jeremy can certainly take the credit for.
Then Labour secured another victory yesterday (Wednesday) when MPs voted to pause the roll-out of Universal Credit whilst major problems with the system were ironed out. Again the Prime Minister protested there was nothing wrong with the new system which sees family's benefits bundled up into one payment.
But around two dozen Tory MPs said they would support a Labour motion to pause Universal Credit after it emerged many families were facing rent arrears and even homelessness due to the six-week delay over the first payment. The Tories were whipped into abstaining on the vote which was carried 299 votes to zero.
And finally, Jeremy has set out to prove he is the one to steer the country to a successful exit from the EU. As Theresa May lurches from one Brexit blunder to another – the latest being the declaration that Brexit is in 'paralysis' as discussions over the EU Withdrawal Bill are shelved until numerous amendments are addressed – Jeremy is packing his overnight bag to jet out to meet with Michel Barnier the EU's chief negotiator in Brussels today (Thursday).
The Labour leader will clearly set out that his party is ready to take up Brexit negotiations and will do so 'in a spirit of cooperation and mutual respect, with the aim of achieving a strong settlement for Britain and a new relationship with Europe'. That's going to annoy Theresa.