The local company behind a controversial billboard depicting a sanitary pad stained with blood said the advert was meant to “challenge and break the longstanding taboo surrounding menstruation”.

“The decision to use the particular image in question was taken in line with our brand guidelines and broader marketing strategy, which aims to challenge and break the longstanding taboo surrounding menstruation,” Jonathan Zammit, Chief Commercial Officer of VJ Salomone Consumer Lines Ltd — which represents the Nuvenia brand locally — told WhosWho.mt.

“Our objective is to contribute towards the normalisation of menstruation in contemporary society.”

Mr Zammit referred to Human Rights Directorate Head Clayton Mercieca’s remark that other countries have adopted similar strategies to advertise menstrual products on the grounds that they help consumers relate to their own lived experiences.

In fact, Nuvenia recently released a number of similar ads in Italy, including one depicting a girl getting her period while sitting on the toilet.

Mr Zammit said the company had anticipated certain reactions from the Maltese public, especially since similar responses had been observed in other countries where similar campaigns had been implemented.

“Nevertheless, we remain firm in our position and committed to our belief that normalising menstruation is both necessary and timely, in order to foster greater understanding of women lived experiences,” he said.