In shark-filled waters.
Period underwear and swimwear brand Modibodi has partnered with Fabric to prove the product's efficacy and dispel menstruation myths around swimming on your period.
Wearing only a Modibodi swimsuit, freediver and marine biologist Brinkley Davies put the leak-proof period swimwear
to the ultimate test by swimming with 5-metre tiger sharks, whilst on her cycle.
The campaign was launched, after survey revealed that nearly 1.5 million menstruators believe that you can’t swim on your period, with one of the biggest barriers to trying period swimwear being the fear of sharks detecting blood.
"Modibodi Period Swimwear is an incredible innovation, yet age-old myths and misconceptions can prevent people from trying it. A staggering 45% of women and menstruators fear swimming on their period, and sharks constantly enter the chat on our
social channels," Modibodi’s marketing director Justine Cusack said.
"This campaign aims to draw attention to our Anti-Leak technology in an attentiongrabbing way and inspire people to engage in their everyday activities, no matter the time of the month.”
Davies said there are so many myths surrounding menstruation and what people should and shouldn’t do.
"Including swimming! The swimwear fits flawlessly and allows you to jump in the water whenever you feel like it, regardless of the time of the month."
Fabric creative partner and co-founder Keenan Motto said this simple act is a disruptive product demonstration, a statement of empowerment and a great articulation of the new brand platform Fear Not.
"Obviously not everyone wants to swim with sharks but it’s a testament to the quality of the product and its efficacy. Partnering with Director, Kyra Bartley at FINCH, the centrepiece of the campaign documents the dive and captures our diver, Brinkley Davies’ fearless spirit and Modibodi’s stylish leak-proof swimwear," Motto said.
Launched across social channels during 'Shark Week', the campaign aims to generate conversation to break down myths and fears surrounding menstruation.
The campaign is featuring online and in socials in Australia and the UK.
Credits:
Client: Modibodi
Creative agency: Fabric – Part of the TBWA\Sydney Group
PR Agency: Eleven
Production Company: FINCH
Director: Kyra Bartley
Producer – Amy Dymond
DOP: Perrin James
Editing: BOLT
Editor: Kent Hau, Bolt Content
