London – Bodyform has launched a new campaign telling women to embrace all kinds of blood.
Red.Fit by AMV BBDO picks up where the previous Live Fearless left off, but this time takes a grittier approach to breaking down the barriers of menstruation. Where the last campaign featured a lot of pink, Red.Fit is darker and shows the determination of women to risk injury in order to reach their goals.
Tied in with the video campaign is a microsite that uses research from University College London and St Mary’s University, Twickenham to help women better understand how menstruation affects their ability to exercise during four key stages.
Bodyform has also teamed up with Frame gyms, restaurant chain Leon and performance coach Faye Downey to offer nutritional and training advice for health-conscious women.
Femvertising is facing a backlash for playing to stereotypes. Focus instead on what makes people individuals to reach a new generation who don’t see their biology as central to their identity. Find out more in Neutral Culture macrotrend.