Bodyform Blood Sports
Bodyform, the SCA Feminine Hygiene brand, has released a campaign connecting menstruation with women in sport. “No blood should hold us back – and periods shouldn’t stop us from keeping fit”. Body form’s five commercials, “Blood”, “Skater”, “Boxing”, “Ballet” and “Runner” tell us a story about strength, courage, will and discipline. About women who don’t give up, even under the harder conditions. Even bleeding.
The wider campaign, titled Red.Fit, aims to enable women to become more mentally and physically motivated throughout their menstrual cycle. Bodyform has entered into a research partnership with St. Mary’s University, Twickenham and University College London (UCL) investing in a PhD program exploring the effect of the menstrual cycle on women’s health and exercise. The online hub provides consumers with direct access to the research findings, together with exercise videos, nutritional information and motivational podcasts for different phases of their menstrual cycle.
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.”
The Final Taboo campaign was developed at AMV BBDO, London, by creative directors Toby Allen and Jim Hilson, copywriter Caio Giannella, art director Diego Oliveira, agency planners Sophie Lewis and Pippa Morris, agency producer Edwina Dennison, art producer Kirstie Johnstone, partnership director Matthew Harrington, account team Sarah Douglas, Tamara Klemich, Anna Holloway and Bogi Horvath, working with SCA Feminine Hygiene global brand manager Martina Poulopati, marketing director Nicola Coronado and marketing controller Traci Baxter.
Zenith is handling the media planning and buying.