IT’S PART OF THE GAME
In sport, blood stains are often seen as a badge of courage. Period stains, however, are still a source of shame, keeping 6 in 10 girls from playing. With Persil, we set out to challenge that stigma by reframing period blood as just another part of the game.
THE CAMPAIGN
Under the Dirt Is Good philosophy, we challenged cultural norms with a campaign that turned period stains from something to hide into something to own. Featuring bold photography of real athletes, each poster introduced a powerful new symbol: a simple underwear icon placed over the stain, reclaiming it with quiet confidence.
When Arsenal Women joined the movement, the message travelled far beyond the streets, reaching social feeds, classrooms and headlines. We placed the campaign where it mattered most: near schools, stadiums and training pitches, sparking honest conversations among young athletes, coaches and communities.
IT'S PART OF THE GAME
IT'S PART OF THE GAME
