Instead, Bloody Brilliant contains gender-neutral phrases like “young people who bleed” and “people who have periods”.
Its creators said they chose the language to ensure the campaign “connected with every person who menstruates” at a time when “many young people are choosing to identify outside of the usual gender binary”.
But critics said it could confuse children and risked alienating the very people it was aimed at.
Taboo
Maya Forstater, who lost her job after tweeting that transgender women could not change their biological sex, said: “Admitting that women exist has become taboo.”
And feminist author Milli Hill, who has written My Period, a book for pre-teen girls, said using gender-neutral language was another sign of the “troubling” erasure of women.
Bloody Brilliant, funded by the Welsh Government and commissioned by NHS Wales Health Collaborative, was created by agency Social Change UK at a cost of £84,000.
This story is from the August 10, 2022 edition of Daily Express.
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This story is from the August 10, 2022 edition of Daily Express.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 8,500+ magazines and newspapers.
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