Client: Persil (Unilever)
For over two decades, Persil’s "Dirt Is Good" campaign celebrated stains as evidence of an active life, yet research revealed period blood remained a taboo, especially in sport, discouraging 6 in 10 girls from participation. Facing declining market share and brand relevance, Persil partnered with Arsenal Women, agencies, and teenage girls to confront this stigma. The campaign’s big idea - “Every Stain Should Be part Of The Game” - challenged the double standard around blood in sport, aiming to normalise period stains and empower girls. Strategic media placements, particularly Out-of-Home near schools and stadiums, and culturally timed social and broadcast activations, drove over 240 million in reach and exceptional engagement. Positive sentiment and increased website interaction underscored the campaign’s impact, reasserting Persil’s leadership and demonstrating how authentic collaboration and strategic media can drive meaningful social change and spark vital public discourse.
