Period stains. Half the world’s population has experienced them but nobody is really talking about them.

Persil’s platform is Dirt is Good. And Persil’s formula is brilliant at removing period stains. So now, we wanted to help remove period stain stigma with a compelling, cut through campaign.

Let’s Wash Away The Taboo extended through outdoor, print, social, and experiential, featuring models who were menstruating and real menstrual blood. Ironically, the campaign faced significant obstacles, including Meta's classification of period-related content as fetish material and ClearChannel’s initial refusal to display the ads. But it still cut through.

The Big Idea

Wash away the taboo of period stains by actually showing them and sharing the stories behind them.

Big cultural impact

Over 15,000 people saw our exhibition. 4,200 individual stories about menstrual stains were shared. And we published "Anyone Menstruating," a book aimed at normalising the topic with personal letters and striking imagery. In total, we reached over 38 million people through social media, PR, and outdoor advertising.

This work was created in collaboration with LOLA MullenLowe.