Persil - Dirt Is Good

MullenLowe UK

Not all blood stains are treated equally. In sport, a bloody nose or scraped knee is celebrated as a mark of courage, but a blood stain from a period is still met with shame. While both are part of the game, only one is accepted. Global research showed that this stigma comes at a cost: 6 in 10 girls fear playing sport due to period stains, and 3 in 4 have stopped playing altogether. But the real fear isn’t the stain itself—it’s the reaction to it. Girls skip games, avoid white kits, and stay silent, while the athletes they admire push through all kinds of stains, including blood, every single day. The stain isn’t the issue. Our response is.
 

That’s why 'Dirt Is Good' launched a campaign that flipped the narrative—challenging cultural norms by reframing period blood in sport as just another part of the game. Using bold photography of real athletes, each poster featured a powerful new symbol: a simple underwear icon placed over the stain, claiming it with quiet confidence. The campaign appeared where it matters most—near schools, stadiums, and practice pitches—reaching young athletes at the very moment they decide whether to step onto the pitch or sit out. With real sports imagery and minimal design, the visuals cut through the noise and sparked honest conversations among kids, coaches, and communities. And when Arsenal Women joined the movement, the message spread far beyond the streets—into social feeds, classrooms, and headlines.