In partnership with Arsenal football club, Dirt Is Good has launched a campaign aimed at breaking the stigma surrounding period blood in sports.

Created by MullenLowe, the initiative features out-of-home activations showcasing female athletes who have experienced bleeding while playing.

Eduardo ‘Duda’ Salles, global creative director at MullenLowe, said: “The work for Dirt Is Good is always about encouraging people to live without the fear of getting dirty. We talk about mud, grass, and sweat, but there is still a great deal of stigma around period blood.

“That’s why we felt that showing real athletes and real blood was essential. More than just an encouraging message, we wanted to inspire young girls with real life examples of resilience, showing how elite athletes play on through all kinds of stains every day.”

The campaign launched around Arsenal’s stadium in the lead-up to the women’s North London Derby.

As part of the initiative, the laundry brand released a video series featuring Arsenal players Beth Mead, Leah Williamson, Kate McCabe, and Kim Little discussing the issue.

Arsenal forward Beth Mead, added: “We’ve all been in that situation, facing a leak or period stain and fearing how others might react to it. But it’s not right to feel shame over something that’s so normal. In football, we wear our stains with pride, they show our commitment and passion for the game.

“That should be the same for all blood stains, regardless of where they come from, because they are part of the game.”*

She concluded: “We’re proud to be part of this campaign and to stand up for girls who feel afraid or ashamed about blood stains when playing sport. We all deserve to play with confidence and feel like we belong in the game we love.”