Blood Won't Stop The Badass Women in This Epic Feminine Hygiene Ad
In a move that has secured support from some of the UK’s leading sports organisations, Bodyform is continuing its mission to break down category taboos with a bold new strategy to drive consumer education around the menstrual cycle – the “last taboo” for women in sport.
Leading sports governing bodies, influencers and medical professionals have all pledged their support for a global initiative to drive conversation, knowledge and understanding of how menstruation affects women when they exercise. Bodyform’s latest campaign delivers just this.
Titled Red.Fit, the campaign continues to inspire and empower women to live fearlessly by providing them with the practical tools, products and know-how to enable them become more mentally and physically motivated throughout their menstrual cycle.
Central to this is tangible research, which is why Bodyform has entered into a pioneering partnership with St. Mary’s University, Twickenham and University College London (UCL). The pinnacle of the two-year association is Bodyform’s investment in a PhD program exploring the effect of the menstrual cycle on women’s health and exercise, fronted by Research Associate Georgie Bruinvels:
“Because there’s a lack of information about the female body and how it changes during our menstrual cycle, women are often held back from knowing why and how to keep active throughout the entirety of their cycle,” says Georgie. “Joining with Bodyform to conduct research in this area is the first step towards empowering women to not to let anything, including their periods, hold them back from any kind of physical activity – no matter how big or small.”
Throughout the study, Georgie and her research team will provide Bodyform with scientific evidence which will be used to push the boundaries of traditional fempro marketing to educate consumers and fill a knowledge gap in the category.
To achieve this, Bodyform has created the Red.Fit hub which provides consumers with direct access to these research findings in an engaging, practical and easy-to-digest medium. Split into four phases, the hub brings together inspirational exercise videos, nutritional information and motivational podcasts brought to life through partnerships with Frame gyms, Leon and an Olympic coach. This content has been designed to be digested at various phases during the menstrual cycle for ultimate benefit. Once finalised, all of the PhD research will be made publically available.
Created by AMV BBDO and directed by the acclaimed Jones + Tino through Stink, the campaign goes live with a provocative 70 second film ‘Blood’, showing women bleeding in different sports, but not letting it stop them.
In line with the brand’s Live Fearless philosophy, all of the hub materials aim to drive knowledge and understanding to enable women to live life to the full throughout their menstrual cycle.
“The Red.Fit campaign is the perfect extension of our Live Fearless brand strategy”, explains Marketing Director at Bodyform, Nicola Coronado. “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.”
The Red.Fit campaign launches globally in multiple markets across brands including Libresse, Nana, Nuvenia, Saba, Libra and Nosotras. Red.Fit will benefit from a multi-million marketing investment including a global partnership with St. Mary’s University, Twickenham, UCL and new digital assets.
“Bodyform manufacture products that help women feel confident and secure. This, along with the research findings which we will continue to make available to our consumers, will inspire, empower and enable more women to live fearlessly,” Nicola concludes.
Account Manager: Sarah Douglas, Tamara Klemich
Creative Director: Toby Allen & Jim Hilson
Copywriter: Caio Giannella
Art Director: Diego de Oliveira
Producer: Edwina Dennison
Creative Agency: AMV BBDO
Account Managers: Anna Holloway, Bogi Horvath
Producers: (Art) Kirstie Johnstone
Planners: Sophie Lewis, Pippa Morris
Media Agency: ZenithOptimedia
Post Production / VFX
Post Production House: MPC
Director: Jones + Tino
Production Company: Stink
Category: Beauty/health , Tampons