Screenshot from an ad for sanitary pads that is causing a debate in Turkey. In Turkey, a top sanitary pad brand launched a daring video ad and framed it as a campaign fighting femicide and social taboos associated with periods. Yet the video proved so divisive the company had to issue an apology and remove it as some perceived it as an attack on Turkey's reputation abroad. The ad, named “Uncover the Shame”, or “Utanç Paketleri” in Turkish, was released in late October 2019 by the American company Procter&Gamble, under their local brand Orkid, the leading seller of sanitary pads in Turkey. The video, which is about one minute and a half long, starts with a voice over saying: “In Turkey, sanitary pads are covered in newspapers upon purchasing due to period stigma. In a society with news filled with violence, discrimination and unfairness towards women, selling sanitary pads isn't what's shameful.” One can then see a pack of sanitary pads being wrapped into a newspaper. Later, the story moves to a printing press where a newspaper is being printed with headlines touching on key challenges women face in Turkey, such as low employment and political representation, gender-based violence and insufficient literacy rates. The video ends with a shot of the packs stacked on supermarket shelves while wrapped in that newspaper. A final message says: “Our packs were sold over three days”. The video won an award for its creativity at the 26th Golden Drum International Creativity Festival in Slovenia in October 2019. It then started circulating on Turkish social media, including via the company's Twitter account. It immediately launched a heated debate dividing people on the interpretation of the message. While some embrace and support it, others experience strongly negative reactions, reading it as a “humiliation to Turkey” and calling for a boycott of the brand. Those who support the content claim that the video is indeed telling the truth. Some netizens use the reference of the slap when describing it: Ped satmaktan utanan zihniyetlerin,kadına yönelik suçlardan utanmadığını anlatmaya çalışan tokat gibi reklam..#Orkid pic.twitter.com/7OT49BMbSD — Seloculuk ? (@yokcapon) 24 Ekim 2019 This is an ad that slaps you in the face as it tries to explain that the mentality that brings shame to selling pads is the same that is not ashamed of crimes against women. Feyza Altun, a famous lawyer and feminist activist, notes that: Pedlerin Türkiye’de ayıp bir şeymiş gibi gazete kağıdına sarılmasına ya da saklanmasına Orkid’den tokat gibi reklam. Türkiye’de kadınlara karşı işlenmiş utanç verici suçların ve olayların haberlerini basıp pedleri bu haberlere sarmışlar. pic.twitter.com/Mc7RAKQUyJ — Feyza Altun (@feyzaltun) 23 Ekim 2019 Orkid's ad is a smack in the chops, in response to wrapping sanitary pads with newspaper as if it was something shameful or to be hidden. [The brand] printed news of crimes committed against women in Turkey and used it as packaging The issue is perhaps best summarized by netizen Nisa: #orkid Reklamındaki alınacak mesajları almayıp, “Ne yani Türk kadını aşağılık mı?” gibi bir düşünceye düşmek yerine, aşağılık olanın o gazetedeki haberler olduğunu anlasak keşke. — ni•sa (@nisahahawashere) 24 Ekim 2019 Instead of not understanding the message in the #Orkid advert, and thinking “What do you mean, are Turkish women despicable?”, I wish we could realize instead that what is despicable are the news in those newspapers. Those who strongly disagree with the ad claim it humiliates Turkey and its women, and spreads lies when it paints Turkey as a backward, conservative and a fanatical country. For example, one netizen writes on Twitter: Adamlar Türkiye'de ped gazete kağıdına sarılıp satılıyor diye ülkemizi küçümsüyor bazıları da çıkmış tokat gibi cevap diyor.Kaçınız gazete kağıdına sarıp alıyor?This not shame @orkid !Ülkemizi yobaz,gerici olarak gösterenlere alkış tutmak kansızlık#orkid pic.twitter.com/79TZN3gPc4 — Eda. (@karrtaliceee) 23 Ekim 2019 [Orkid] is humiliating Turkey for wrapping sanitary pads in a newspaper. Meanwhile others are saying, this is a smack in the chops advert.