image of blood in a womans underwear on a billboard depicts a natural
phenomena, which is everyday reality for half the human population.
plays against the taboo and provokes a reflection about our attitude and
unconscious feelings towards menstruation.
Menstruation of women is associated with feelings of embarrassment, shame
and impurity. Its a subject which is far away from being talked
about, or even named in public (and often privately).
Throughout human culture and history, menstruation was seen and treated
very differently, from a more natural way where women just let the blood
flow, to rituals and traditions which explicitly banned menstruating women
from certain activities and social life.