IT’S PART OF THE GAME
Not all blood stains are treated equally. In sport, a bloody nose or scraped knee is celebrated as a mark of courage, but a blood stain from a period is still met with shame. This stigma comes at a cost: 6 in 10 girls fear playing sport due to period stains. But the real fear isn’t the stain itself—it’s the reaction to it. So if Persil can remove the stain, we can also help to remove the stigma.
THE PRINTS
As 'Dirt Is Good' we launched a campaign that flipped the narrative—challenging cultural norms by reframing period blood in sport as just another part of the game. Using bold photography of real athletes, each poster featured a powerful new symbol: a simple underwear icon placed over the stain, claiming it with quiet confidence.
AMPLIFICATION
When Arsenal Women joined the movement, the message spread far beyond the streets—into social feeds, classrooms, and headlines. The campaign appeared where it matters most—near schools, stadiums, and practice pitches—reaching young athletes sparking honest conversations among kids, coaches, and communities.
IT'S PART OF THE GAME
IT'S PART OF THE GAME
