Periods shouldn’t hurt and if they do it might be caused by Endometriosis. Statistically every tenth woman is affected by this and in the past its detection was only possible through laparoscopic surgery. 

The brief of LaborTeam W, a Swiss laboratory, was to raise awareness of the fact that periods should not cause pain and to promote their newly introduced saliva test to detect Endometriosis. The idea was to use a flower as a symbol of femininity and combine it with blood to show the natural process of women menstruating. The imagery is intentionally glitched and paired with jarring music to create a sense of discomfort and highlight the abnormality of pain.