Bodyform has launched its global Red.Fit campaign to drive consumer education about how periods affect women when they exercise.
Calling menstruation the “last taboo” in sport, the brand aims to “drive conversation, knowledge and understanding” through a multimillion-pound marketing investment that includes research exploring the effect of the menstrual cycle on women’s exercise, conducted by St Mary’s University, Twickenham, and University College London.
Findings are shared via the Red.Fit hub, with content including exercise videos, nutritional information and ‘motivational’ podcasts designed to be digested at various phases during the menstrual cycle “for ultimate benefit”.
“Because there’s a lack of information about the female body and how it changes during our menstrual cycle, women are often held back from knowing why and how to keep active throughout the entirety of their cycle,” said St Mary’s research associate Georgie Bruinvels.
“Joining with Bodyform to conduct research is the first step towards empowering women to not to let anything, including their periods, hold them back from any kind of physical activity - no matter how big or small.”
The brand’s marketing director, Nicola Coronado, added: “Menstruation really is the last taboo for women in sport, simply because we lack knowledge and understanding of this subject area. Using our partnership with St Mary’s and UCL will help us transform the consumer mindset when it comes to the perceived barriers around periods and exercise.”
Red.Fit follows the period-themed ‘femojis’ launched by Bodyform in March with the intention of helping women to overcome the social barrier of discussing their periods.