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