Part of the Game

Client: Unilever, Persil

A staggering 6 in 10 girls in the UK are forced out of sport by the shame surrounding period stains - a silent crisis of equality. Recognising its responsibility to act, Persil stepped up to challenge this taboo. It used its iconic “Dirt Is Good” platform not to sell a product, but to champion a cause, boldly declaring that “Every Stain Should Be Part Of The Game.”

To ensure the message was authentic, we passed the microphone to those most affected. In a year-long collaboration, Arsenal Women and 20 teenage girls co-created the campaign, sharing their own stories to reframe period stains as a natural part of sport. This powerful, brand-led initiative sparked a national conversation, generating over 240 million in earned reach and starting to dismantle a long-held stigma. As a result of this authentic action, perceptions of the brand as ‘Progressive’ and ‘Committed to Equality’ surged. This work proves that when a brand bravely leads on a real issue, it can drive both meaningful social change and rebuild its own cultural standing.