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Bodyform, the sanitary-pad brand owned by SCA, is calling for period-themed emojis (or femojis) to be added to the official Unicode index.

The campaign was created by Abbott Mead Vickers BBDO off the back of surveys that found 45 per cent of UK women struggled to talk about periods with their friends and family, while four out of five women consider emojis a useful way of discussing their feelings. Consumers are being asked to sign a petition at Change.org, and the campaign is also being promoted through social media and digital ads.