Laundry brand ‘Dirt is Good’ has collaborated with London-based Arsenal football club to tackle period blood stigma.
Devised by creative agency MullenLowe, the campaign features out-of-home activations showing female athletes who have bled while playing sports. It aims to highlight double standards within the sporting world, and poses the question – why are some blood stains seen as badges of honour, while others are shameful?
According to a Unilever survey, 78% of girls aged 15-18 have stopped playing sports due to their period, with 62% doing so because of fears about stains and leaks.
Respondents who experienced stains have reported feeling embarrassed (74%), anxious (49%) and shamed (33%).
Eduardo ‘Duda’ Salles, global creative director at Mullen Lowe said: “The work for Dirt Is Good is always about encouraging people to live without the fear of getting dirty. We talk about mud, grass, and sweat, but there is still a great deal of stigma around period blood.
“That’s why we felt that showing real athletes and real blood was essential. More than just an encouraging message, we wanted to inspire young girls with real life examples of resilience, showing how elite athletes play on through all kinds of stains every day.”
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The marketing drive was launched around Arsenal’s stadium during the lead-up to the women’s North London Derby.
As part of the campaign, the laundry brand unveiled a video content series starring Arsenal players Beth Mead, Leah Williamson, Kate McCabe and Kim Little advising on the issue.
A secondary launch will go live on International Women’s Day on 8 March.
Arsenal forward, Beth Mead said: “We’ve all been in that situation, facing a leak or period stain and fearing how others might react to it. But it’s not right to feel shame over something that’s so normal. In football, we wear our stains with pride, they show our commitment and passion for the game.
“That should be the same for all blood stains, regardless of where they come from, because they are part of the game.”
She added: We’re proud to be part of this campaign and to stand up for girls who feel afraid or ashamed about blood stains when playing sport. We all deserve to play with confidence and feel like we belong in the game we love.”
