Bodyform: No blood should hold us back

Rebecca Fleming

Campaign details

Brand: Bodyform
Brand owner: SCA
Lead agency: AMV BBDO
Country: United Kingdom
Channels used: Content marketing, online display, online video, social media, websites & microsites, word of mouth, advocacy
Budget: Up to £500k

Executive summary

Bodyform is a relatively small brand in a category dominated by a single giant competitor. It faced a big challenge – to own online share of voice, with minimal media spend. To achieve this, Bodyform uncovered a powerful insight to inform the development of an idea that challenged taboos around periods.

Periods can restrict women from taking part in exercise and sport. The campaign idea was to dramatise the thought that no blood should hold a woman back; getting women talking about periods and helping them to keep active throughout their cycle.