Persil has successfully brought its long-running ‘Dirt is Good’ positioning to women’s football with a powerful new campaign with Arsenal to tackle the shame surrounding period stains in sports.

Backed by Arsenal stars including Beth Mead and Leah Williamson, it aims to inspire and empower the next generation of players so all women and girls can play on without fear.

The campaign is based on the insight that when an athlete continues to play on despite a bleeding ankle, their blood-stained sock becomes a badge of honour. Yet when it is period blood, it is met with shame and embarrassment.

Research amongst 1,000 teenage girls in the UK between 15-18 found that over three quarters (78%) have stopped playing sports because of their periods, with 62% doing so due to fears about period stains and leaks. Those who have experienced stains have felt embarrassed (74%), anxious (49%) and even a sense of shame (33%). More than a quarter say they do not feel comfortable talking openly about periods.

To tackle this taboo head on a powerful out of home campaign features real photos of female athletes, who have bled during their athletic performances. The campaign successfully calls out the double standards of how blood stains are viewed in sport, questioning why some are seen as a mark of bravery, and others something to be ashamed of.

Embracing the fandom surrounding Arsenal, the campaign was launched with spots around the Arsenal Stadium in the lead up to the women’s North London Derby. LED screens, a pre-match video teasing the campaign content, and a programme takeover ensured cut through with the crowds.

The out of home and print elements all link to a video content series, where a star-studded Arsenal line up of Beth Mead, Leah Williamson, Katie McCabe and captain Kim Little all give guidance to coaches, parents and teachers alike to break down the barriers and fear of stains. 

The second burst of content will go live on International Women’s Day (8^th March) and will run nationwide near women’s premier league stadiums and schools, in the run up to the Arsenal vs Liverpool Women’s match at the Emirates Stadium on Sunday 23^rd March. It will be reinvigorated around other pertinent milestones such as World Menstruation Day in May, and the Women’s Euros in July, alongside striking murals in North London, featuring Arsenal Women’s Team players, determined to end the double standard for blood in sports.

The campaign also brings the launch of a new programme through Arsenal in the Community, which supports young girls and boys to break down barriers to sport participation. The new programme involves specially designed workshops which educate young girls and boys about periods, the barriers they pose to sporting participation, as well as safe spaces for the children to ask questions about periods and their menstrual cycle, breaking down the stigma and encouraging conversation. It also includes sports-based exercises with a playful twist: getting teenagers playing in mixed gender groups and encouraging them to think about how they can notice when a teammate may be acting differently, and how this can spark an empathetic conversation to keep their friends in the game. It also then incorporates these principles into training of young coaches so they can better understand and support players through all aspects of the game.

Arsenal Women forward, Beth Mead, explains: “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. 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.” 

Eduardo 'Duda' Salles, Global Creative Director at Mullen Lowe, added: “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.”

To hear Arsenal Women share their experiences and to learn more about Every Stain Should Be Part of the Game, visit dirtisgood.com