Nicola Coronado, marketing director at SCA-owned Bodyform, said in a statement: “Menstruation really is “the last taboo” for women in sport, simply because we lack knowledge and understanding of this subject area. Using our partnership with St. Mary’s University, Twickenham and UCL will help us to challenge these category stereotypes and transform the consumer mindset when it comes to the perceived barriers around periods and exercise.”

This isn’t the first hygiene brands which is breaking out of the sterotypical period advertising: a US feminine hygiene brand HelloFlo released a hilarious ad about girl waiting to get her first period, a woman farewelling Flo and a couple freaking out because Aunt Flo is late to the party. Another US company Thinx released ads for period-proof underwear which was rejected by the New York City subway for being too racy.

CREDITS

Agency: Abbott Mead Vickers BBDO

Client: Bodyform

Directors: Jones + Tino

Production Company: Stink

Global Brand Manager: Martina Poulopati

Company: SCA Feminine Hygiene

Marketing Director: Nicola Coronado

Marketing Controller: Traci Baxter

Company: Bodyform UK

Creative Director: Toby Allen

Creative Director: Jim Hilson

Copywriter: Caio Giannella

Art Director: Diego Oliveira

Agency Planner: Sophie Lewis

Agency Planner: Pippa Morris

Agency Account: Sarah Douglas

Agency Account: Tamara Klemich

Agency Account: Anna Holloway

Agency Account: Bogi Horvath

Agency Producer: Edwina Dennison

Art Producer: Kirstie Johnstone

Partnership Director: Matthew Harrington

Company: AMV Pulse