Part of the Game

The shame of period stains forces 6 in 10 girls out of sport - a complex issue of equality too ingrained for any one organisation to solve alone. To dismantle this barrier, a genuine coalition was formed, uniting different groups with a shared purpose.

This initiative was a true collaboration. Persil provided the platform, while Arsenal Women brought sporting credibility and, crucially, 20 teenage girls became the authentic heart of the movement as co-creators. They shared their own experiences to create a powerful, peer-led narrative. Together, our group worked with media and social partners like Meta and TikTok to turn this shared mission into a national conversation. The power of this unified approach was clear in the results. The authentic, co-created content generated over 240 million in earned reach and massively outperformed engagement benchmarks. The initiative shows what is possible when a brand, a sports club, and the community itself work together as equal partners to empower a generation and create lasting social impact.