Global Campaign Aims To Break ‘Last Taboo’ In Sport
UK feminine hygiene brand Bodyform has launched a new campaign which aims to break down taboos around periods and exercise. The ad shows women doing various sporting exercises but with gashed faces, bleeding noses or scraped hands, to get the point across that ‘no blood should hold us back’.
Directed by Stink’s Jones + Tino for AMV BBDO, the ad is a part of a wider campaign, titled Red.Fit, which encourage women to become more mentally and physically motivated. Bodyform has partnered with St. Mary’s University, Twickenham and University College London (UCL) to investigate the four phases of the menstrual cycle and its effect on women’s health and exercise.
Check out the campaign:
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
![MSM_Sponsor_bar[1]](https://www.bandt.com.au/information/uploads/2016/05/MSM_Sponsor_bar1-337x500.png)
Please login with linkedin to comment
BodyformLatest News
Seven Announces New Judges For Australia’s Got Talent, Including Neil Patrick-Harris, Alesha Dixon And Kate Ritchie
Seven has announced the total judging line-up for this season of Australia’s Got Talent. Patrick-Harris, who is American, is best known for his television work in How I Met Your Mother, as well as his role in the critically acclaimed film Gone Girl. He has also hosted a number of awards shows, including the Oscars, Tonys, and […]
Teyana Taylor Named Maxim’s Sexiest Woman Alive – The First Black Woman To Win The Title In 21 Years
This involves a lad's magazine & a sexist woman poll. Why not whack on some Oasis & pretend it's 2001 all over again.
AWARD Launches New Festival Of Creativity, This Way Up
Struggling to get the creative juices flowing? Well, this event will have it draining out of you like a case typhoid.
Sky News To Investigate ‘Australia’s Cocaine Crisis’
Surely Josh Frydenberg could use Australia's apparent cocaine crisis as a sign a booming economy at $350 a gram.
WhatsApp Doubles Down On Privacy In New Campaign
WhatsApp has reaffirmed its commitment to user privacy in a new global campaign, following controversial policy changes earlier this year. The Facebook-owned messaging platform revealed earlier this year it would be sharing certain data with Facebook as a condition of use, with the potential for this data to be used for targeted ads. The changes […]
Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign
Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]
Toys Come To Life With AR In New Big W Campaign Via RYOT Studio
BIG W has joined forces with Verizon Media’s branded content division, RYOT Studio, to give Aussies a new way to shop Australia’s favourite annual toy sale, Toy Mania, using augmented reality (AR). In a first for BIG W, customers can scan a WebAR code to ‘place’ select outdoor toys from the Toy Mania sale virtually […]
“Welcome To The Sh*t Show!” Reality TV Show Halted After Outbreak Of “Explosive Diarrhoea”
Explosive diarrhoea is never funny, however, it can be beneficial if trying to squeeze back into your skinny jeans.
Fierce New Campaign Encourages People To Get Angry About Period Poverty
The #SeeingRed campaign by Hey Girls UK uses discordance to its advantage, conveying the frustration and disempowerment of period poverty. Hey Girls UK are a period brand seeking to end period poverty in the UK, selling period underwear, cups, pads, and tampons. They run on a ‘Buy One, Give One’ scheme, where for every product […]
Calls To Cancel Christchurch Terror Attack Film ‘They Are Us’ Grow In New Zealand
An upcoming film about the terrorist attack on a mosque in Christchurch, New Zealand, has been widely criticised for promoting a ‘white saviour’ narrative. Members of the Muslim community have also said it is “too soon” to fictionalise the shooting, which happened in 2019. White supremacist Brenton Tarrant murdered 51 worshippers at Al Noor Mosque, […]
Isentia Set To Be Acquired By Access Intelligence
Isentia has announced a takeover offer from Access Intelligence, which is subject to shareholder approval. Under the offer, Isentia shareholders will receive $0.175 per share in cash; this implies an Enterprise value of $67 million. Access Intelligence is a technology-led company delivering SaaS products that address the fundamental business needs of customers in the PR, […]
CHEP Strengthens Tech Offering With New Hires & Promotions
CHEP Tech, CHEP’s technology offering, has strengthened its Sydney team with new hires, including ex-Isobar engineering leaders, Tim Chapman and Kirill Frolov, alongside the promotion of Jacinta Karras to Head of Tech Programs and Charlotte Bruton’s role expansion from Head of Mixed Reality to Head of Innovation Strategy. Mark Gretton, chief technology officer of CHEP […]
Monday TV Wrap: Four Corners QAnon Ep Nets 700,000
After it was initially delayed, a Four Corners episode on QAnon, and a link between the conspiracy and PM Scott Morrison, aired last night. The ep – which had 722,000 viewers, as per OzTAM’s metro data – interviewed the family of Australian QAnon followed Tim Stewart. Stewart is a family friend of Morrison, who has publically […]
REMINDER: Time Is Running Out To Enter B&T’s Best Of The Best Awards!
With the on-time deadline right around the corner, now is the time to submit your entry for B&T’s newest awards program, Best of the Best. On-time entries for Best of the Best will be accepted until 5pm (AEST) on Friday 25 June. And, while you can submit entries after this date for another week, it’s definitely best […]
Commercial Radio Sees Rebound In Ad Revenue
New data, compiled by Deloitte and released by industry body Commercial Radio Australia, shows a rebound in radio advertising. According to the data, commercial radio advertising revenue for metropolitan stations jumped by 72.6 per cent in the month of May to reach $59.605 million from $34.534 million a year ago. The rise reflects a strong […]
Swedish Bank Encourages Consumers To Make Smoothies Instead Of Online Shopping
Swedish bank Nordax has created a tool to urge people to buy less online – and to make smoothies instead. How we shop online is constantly evolving, with new ways to pay and get items delivered. Now, with a global pandemic keeping everyone bored at home, online shopping has reached new heights. Nordax Bank, a […]
How To Win A B&T Award With The Leach Partnership Founding Director Sangeeta Leach
It might still be June, but the deadline for entries into this year’s B&T awards is fast approaching (they’re due Monday 19 July at 5 PM, in case you were wondering). This year we’re helping you like never before with our new series, ‘How To Win A B&T Award’, where we speak with a host of judges, […]
Remote-Controlled Volkswagen Toy Car Delivers Euro Game Ball & Social Media Can’t Get Enough
This stunt proves a great idea will usurp a massive budget every time. Although blowing massive budgets is far more fun.
Sunday TV Wrap: Nine’s News & Celeb Apprentice Top Rankings, But Seven Steals The Win Overall
There's no better place to be on a Sunday than on the couch in your PJs & UGGs. Just remember not to go out in public.
“Come The F@ck On!” Fury As Man Charged $18 For Two Ice-Creams As Flake Shortage Grips UK
It's not one but two sweary headlines on B&T today. Let's say the office swear jar is starting to look f@cking full too.
“Repeat, This Is Not A Joke!” Adani Releases Climate Action Corporate Video!
As a warning, this could get the blood boiling. Unless you're one of those horrendous climate denying pains in the arse.
Facebook Joins Forces With Lifeblood To Launch New Blood Donations Feature
Facebook unveils important blood donating feature. But don't worry, it already knows if you're A, B, AB negative or 0.
Twilio Segment Launches Journeys To Help Marketers Improve Personalisation
Is your marketing personalistion proving as popular as being sneezed on on public transport? Well, don't blow this off.
New Zealand’s Favourite Ad Revealed
It's a public holiday in many parts of Australia today, hence why B&T's made the editorial decision to run any old shit.
Google Pays “Undisclosed Sum” For Amateur iPhone Shot Of A Seagull Eating A Chip For Latest Campaign
There is NOTHING worse than swooping seagulls stealing your hot chips. Well, aside from clowns or Tony Abbott, that is.
It’s Time To Refocus Customer Experience In The Era Of Risk
You could spend the Queen's Birthday holiday scoffing $1 hot dogs at IKEA or enriching the mind with this probing piece.
After 12 Months Of Lockdown, NSW Youngbloods Return With First Event Of 2021
Judging by this Youngblood industry event, adland's relationship with the booze industry appears as rock solid as ever.
Influencer Exposed For Faking Business-Class Flight
Admittedly, B&T has never faked a business-class flight. However, we regularly lie about the mile-high club.
“I Won’t Come To Your Workplace & Start F@cking With You!” TV Reporter Unloads On Hecklers During Live Cross
Revenge is a dish best served cold, yet this journo serves it with some fiery jalapeños & a squirt of Sriracha sauce.
A Naked Shane Jacobson Saves Water For Sydney Water
If it's got Shane Jacobson, you're guaranteed good fun. Well, maybe not 'Charlie & Boots', which was f@cking terrible.
