Ad of the Day: Bodyform looks to tackle the 'last taboo' for women in sport

Bodyform has taken a leaf out of the ‘This Girl Can’ book for its latest campaign that aims to break the taboos around the menstrual cycle and exercise.

From scraped knees from running, to raw toes from ballet, the ad shows women taking part in a number of different sporting activities and overcoming various bloody obstacles, ending with the tagline ‘No blood should hold us back’.

Created by AMV BBDO, the ad fits into Bodyform’s wider ‘Red.Fit’ push which hopes to motivate women both physically and mentally with an online hub providing access to exercise videos, nutritional information and motivational podcasts.

In addition, Bodyform has also teamed up with St Mary’s University, Twickenham and University College London (UCL) to invest in a PhD program exploring the effect of the menstrual cycle on women’s health and exercise with the findings published as part of the ‘Red.Fit’ hub.

Nicola Coronado, marketing director at Bodyform, said the campaign tackles what really is the “last taboo” for women in sport.

“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.”

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Agency: AMV BBDO

Creative Director: Toby Allen, Jim Hilson

Art Director: Diego de Oliveira

Copywriter: Caio Giannella

Additional Credits: Agency Planner: Sophie Lewis, Pippa Morris

Agency Account Man: Sarah Douglas, Tamara Klemich, Anna Holloway, Bogi Horvath

Agency Producer: Edwina Dennison

Art Producer: Kirstie Johnstone

Partnerships Director: Matthew Harrington

AMV Pulse: Bill Dunn, Gerard Crichlow

Media Agency: ZenithOptimedia

Production Company: Stink

Director: Jones + Tino

Post-production Company: MPC

Photography: Adam Hinton

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