Shoulder The Burden
Earnies
Client: Bodyform
Everyone knows the Mean Girls meme. But here's what's not so funny… 86% of women suffer heavy periods, and almost none of them talk about it. They'd rather suffer in silence than face any period-shaming. Five million litres of blood are lost annually in the UK alone. That's two Olympic swimming pools worth. And nobody’s opening up about it. In swoops Body Form Ultimate, the pad designed for the heaviest of flows. But how do you make an invisible burden visible. We enlisted the World's Strongest Woman, Rebecca Roberts, to lift a giant blood droplet - the weight of a lifetime of heavy periods - with a message: don't shoulder the burden of heavy periods alone. The symbolism was unmistakable. And she didn’t stop there. Roberts lifted Dermot O'Leary on This Morning, taking the conversation national. We landed twenty-five national headlines and over 106 media placements. But the most important result of all? Our community of women+ finally felt seen. Awareness without action isn't enough, so we also donated 20,000 pads to rail networks, as travel is the biggest nightmare when it comes to heavy periods, our research revealed. This campaign turned private pain into public conversation. It didn't just sell pads it shattered stigma. So if you’ve got a wide set vagina and a heavy flow, be like the Mean Girls chick. Talk about it.