Bodyform has dedicated its latest campaign to an educational drive designed to confront period shaming in today’s society following the publication of a YouGov survey showing that 350,000 girls in the UK had skipped school due to their period.
Fear Going to School Less seeks to remove the embarrassment and shame felt by many by interviewing a group of schoolgirls to establish their views on what can be done to counter the emotional and economic root causes of the problem.
Drawing from this feedback Bodyform will launch a pilot programme early next year in partnership with British schools in which the sanitary wear brand will fun and resource classes to improve education and access to menstrual products.
Traci Baxter, marketing manager at Bodyform, said: “Our report indicates a worrying problem regarding a lack of knowledge around periods from boys and a gap in education, resulting in girls fearing going to school on their period. While period poverty remains a significant issue, our report shows that economic factors are not the only reason girls stay away from school, with shame and fear of embarrassment affecting girls across the social spectrum and the country.”
The creative concept behind the campaign has been devised by Finn with the film supported by a media planning and buying strategy overseen by Zenith and Media Bounty.
Last year Bodyform became the first advertiser to promote sanitary towels with red blood instead of self-censoring with anonymous blue dye.
Vote for the work below in The Drum's Creative Works.