The Whole Bloody Truth

In 2020, Callaly launched their campaign “The Whole Bloody Truth”, created to challenge unrealistic expectations of what a period was and who menstruated. They collaborated with a variety of content creators from all genders and cultural backgrounds to share more representative stories about periods through social media. Their aim was to challenge the

traditional imagery of a white cis woman running along the beach or playing tennis in a white dress, with contributers discussing everything from gender dysphoria to leaking, wellbeing and cramps.

(IMAGE CAPTION) Photo of Vic Jouvert, a participant who contributed their story to the campaign. Image: (c) Callaly 2021