Carefree Forced To Defend ‘Acti-Fresh’ Advert

July 17, 2012 in Body Image, Current Affairs, Entertainment, Film & TV, Gender, Health, News by Tamsin Howse

Carefree have been forced to defend their latest advertisement for the product Acti-Fresh after the Advertising Standards Bureau received numerous complaints. NineMSN reports:

Carefree has been forced to defend its new ad that shows a naked woman and uses the words “vaginal discharge”, saying it is a celebration of the female body.

The Advertising Standards Bureau (ASB) received complaints about the ad for Acti-Fresh liners as soon as it was launched last night.

In the ad a naked young woman discusses vaginal discharge in a white room, her body artfully hidden behind a bunch of white flowers.

The ad uses the term “Vaginal discharge” rather than alluding to it using artful euphemisms or women frolicking through the ocean, as most ads do, such as the Beaver campaign of not too long ago.

Campaign spokeswoman Debbie Selikman stated “It’s the first time a major brand has had the guts to use real words, not euphemisms or diminutive terms,” believing the straightforward approach would cut through the implication women should be ashamed of their bodies.

Personally I think she is 100% spot on. Yes, it may be uncomfortable to hear the words “vaginal discharge” over dinner, but that simply serves to compound the problem. To teach young girls it’s an issue we can’t talk about, putting it in a similar league to poo, periods themselves and many other normal bodily functions.

But that’s my opinion. Here’s the ad, what do you think?

Is this ad helpful to women? Do you believe it will break down boundaries? Is it just a targeted advertising campaign designed to provoke and therefore end up in the media? What do you think? 



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Tamsin Howse

Founder & Editor-in-Chief
Tamsin is the Editor in Chief at KiKi & Tea. She started blogging at The Undomestic Goddess in 2009 and co-founded KiKi & Tea in March, 2012. Tamsin is a wife, stepmother and blogger with a passion for people and relationships, fashion and beauty, and an inability to successfully complete household tasks.

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