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It’s Bloody Normal Kit

It’s Bloody Normal is an educational design project that seeks to normalise menstruation and dismantle the stigma that continues to surround it. The kit is aimed at puberty age children of all genders, positioning menstruation not as a private topic but as a natural biological process that should be understood and discussed openly.

The project consists of a 28-day cycle board game, a set of educational cards (Scenario, Myths & Facts, Product), and two complementary booklets: the Flow Guide for menstruators and the Ally Guide for non-menstruators such as fathers, brothers, and teachers etc. This dual structure was deliberate: menstruators receive clear, medically accurate guidance on their own experiences, while non-menstruators are offered a framework to build empathy and supportive behaviours. By separating content not by gender but by experience and role, the project avoids exclusion and promotes inclusivity.

Within the board game, Scenario Cards present real life situations that encourage players to practise empathy and problem solving; Myths & Facts Cards actively correct misinformation and confront widespread taboos; and Product Cards introduce different menstrual products, explaining their use. The token system rewards participation and contribution rather than competition, reframing success as active listening, empathy, and engagement in dialogue. This mechanism shifts the focus from winning to learning, positioning the game as a tool for both education and cultural change.

Visually, the kit was designed with a gender neutral and accessible language, ensuring clarity for neurodiverse learners and adaptability across cultural contexts. The board’s circular structure, inspired by the 28-day menstrual cycle, reinforces the medical accuracy of the content while embedding learning in a playful format.

The written component of the project was developed as two separate guides, divided not by gender but by lived experience. The Flow Guide is designed for those who menstruate, offering clear and age appropriate information about the menstrual process, how to manage it, and related health issues. Its tone is practical and supportive, ensuring accessibility for a younger audience.

For those who do not menstruate, the Ally Guide takes a different approach. It focuses on empathy, social awareness, and active support, encouraging boys, fathers, teachers and peers to recognise their role in creating an inclusive environment. By framing menstruation as a topic that concerns everyone, the guide invites non menstruators to become allies and contribute to a culture where menstruation can be spoken about openly and respectfully.

Ultimately, It’s Bloody Normal challenges the silence, secrecy, and misinformation surrounding menstruation. By integrating play, medical accuracy, and inclusive design, the project reframes menstruation as both a public health issue and a matter of equality and human rights, offering tools that transform awkwardness into empathy and silence into open conversation