‘Women bleed in sport all the time, but it doesn’t hold them back. Why should periods be any different?’
Bodyform’s ‘Red.Fit’ campaign aims to tackle “the last taboo” in women’s sport by empowering women to keep active while on their periods. The gutsy advertisement shows runners with scraped knees, boxers with bloody noses and raw toes of ballet dancers, with the ultimate message that “no blood should hold us back”.
Elle Magazine calls it, “the sanitary pad ad of your dreams: so deeply repressed in your subconscious by the infuriatingly saccharine blue-stained, white and flowery fare you were watching all this while, that you didn’t know this was what you wanted until you saw it.”
Created by London agency AMV BBDO, the ad, hits the mark…