Bodyform on ‘amplifying’ its mission to expose the reality of periods
Bodyform’s marketing boss explains how the brand leveraged data to inform its latest campaign, which brings together the whole product portfolio for the first time.
Growling tampons, wobbling jelly in knickers, a menacing giant-sized IUD, missed periods, discharge, pregnancy, menopause, pain: Bodyform’s new campaign hopes to raise awareness of the reality of menstrual experiences, from first drop to last.
The campaign is inspired research which found 59% of those who menstruate wish they had been taught more about periods and intimate health throughout their lives. Set to a dramatic Greek chorus-inspired orchestra, ‘Never just a period’ features a range of comedic and hyperbolic scenarios that culminate with the question: “What do you wish you’d been told?”
The global campaign launches today (1 August), with more than 100 assets rolling out across TV, digital and social platforms.
