In a move that has secured support from some of the UK’s leading sports organisations, Bodyform is continuing its mission to break down category taboos with a bold new strategy to drive consumer education around the menstrual cycle – the “last taboo” for women in sport.
Leading sports governing bodies, influencers and medical professionals have all pledged their support for a global initiative to drive conversation, knowledge and understanding of how menstruation affects women when they exercise*. Bodyform’s latest campaign delivers just this.
Titled Red.Fit, the campaign continues to inspire and empower women to live fearlessly by providing them with the practical tools, products and know-how to enable them become more mentally and physically motivated throughout their menstrual cycle.
Central to this is tangible research, which is why Bodyform has entered into a pioneering partnership with St. Mary’s University, Twickenham and University College London (UCL)**. The pinnacle of the two-year association is Bodyform’s investment in a PhD program exploring the effect of the menstrual cycle on women’s health and exercise, fronted by Research Associate Georgie Bruinvels.
Throughout the study, Georgie and her research team will provide Bodyform with scientific evidence which will be used to push the boundaries of traditional fempro marketing to educate consumers and fill a knowledge gap in the category.
To achieve this, Bodyform has created the Red.Fit hub which provides consumers with direct access to these research findings in an engaging, practical and easy-to-digest medium. Split into four phases, the hub brings together inspirational exercise videos, nutritional information and motivational podcasts brought to life through partnerships with Frame gyms, Leon and an Olympic coach. This content has been designed to be digested at various phases during the menstrual cycle for ultimate benefit. Once finalised, all of the PhD research will be made publically available.
Directed by acclaimed Jones + Tino through Stink, the campaign goes live with a provocative 70” film ‘Blood’, showing women bleeding in different sports, but not letting it stop them.
Companies
AMV BBDO
- Advertising