Every stain tells a story: One might signal bullying issues, others are courage marks, and others are simply a reason to stop doing sports. After surveying 1000 girls in the UK, Unilever discovered that 78% of teens aged 15 to 18 had stopped playing sports because of their periods. Six out of ten girls fear playing sports because of menstruation stains or leaks. In its quest to normalize every stain, Persil teamed up with Arsenal F.C. for a campaign that addresses the stigma around period stains in sports.
Featuring footballers Beth Mead, Katie McCabe, Leah Williamson, and Kim Little, the “Every stain should be part of the game” campaign seeks to confront the double standards in the sports culture. Developed by MullenLowe UK agency, the initiative questions why blood from injuries is seen like a badge of honor while period stains are seen as embarrassment marks.
The campaign consists of print ads and videos. The visual part features real pictures of female athletes with bleeding wounds that resulted from them pushing their limits. The outline of a pair of underwear is layered over those stains, turning the blood marks into a powerful statement that challenges the public’s perception of the shame surrounding menstruation leaks in sports.
Alongside OOH elements, the print assets connect viewers to a series of videos featuring the Arsenal players encouraging coaches, parents, and teachers to engage in conversations around period stains and break down the barriers and fears associated with the menstrual marks.
The hero film, a 50-second-long video, showcases female athletes engaging in various sports highlighting how grass, mud, and sweat are part of the game. The video then continues by posing the question “What about blood?” with the images switching to an empty football field. With the Unilever-discovered data overlaid, the video immerses the audience into a powerful moment of reflection, encouraging them to reconsider the double standards in the sports culture and normalize period stains and discussions around the topic.
Commenting on the campaign, Eduardo Salles, Global Creative Director, MullenLowe, 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.”
The campaign kicked off in spots around the Arsenal Stadium ahead of the North London derby on February 16th. A second part of the initiative will follow up on International Women’s Day, running nationwide near Women’s Super League stadiums and schools. Additional activities are planned for World Menstruation Day in May and the Women’s Euros in July.
CREDITS
Brand: Persil UK
Agency: MullenLowe UK
Executive Creative Director: Carlos Rodriguez
Creative Director: Eduardo ‘Duda’’ Salles
Head of Art: Fabiano Gomes
Art Director: Oliver Leon
Design Director: Ben Edwards
Producer: Lisa Tuck
Designer: Karina Sawyer
Artworker: Bobby Kirkland
Copywriters: Sebastian Gnecco, Sophie McGovern
Project Manager: Mair Davies
Production: You Are Here
Post Production / VFX: PICS, You Are Here
Music: Jungle Studios
