Diver tests brand’s period underwear by swimming with sharks

On the long list of people’s irrational fears, nearly 1.5 million people who menstruate believe you can’t swim on your period, with one of the biggest barriers being the fear of sharks detecting blood, according to a study from global period underwear and swimwear brand Modibodi.

But that, dear reader, is a myth. And while that may seem obvious to some of you, a new Modibodi campaign by agency Fabric (part of TBWA\Sydney) makes it crystal clear.

In a campaign film, freediver and marine biologist Brinkley Davis put the brand’s leakproof period swimwear to the test, swimming with a five-meter tiger shark somewhere in the Indian Ocean. A short voiceover underscores there are many myths in the world about what people can and can’t do on their period, but it is up to you to believe or disbelieve such myths.

Launched during Shark Week, the social media campaign aims to generate conversation to break down myths and fears surrounding menstruation. It will run in the U.K. and Australia.

Also read: Bodyform’s latest film shows how little women and girls know about feminine health

“A staggering 45% of women and menstruators fear swimming on their period, and sharks constantly enter the chat on our social channels. This campaign aims to draw attention to our Anti-Leak technology in an attention-grabbing way and inspire people to engage in their everyday activities, no matter the time of the month,” said Justine Cusack, marketing director at Modibodi.

“There are so many myths surrounding menstruation and what you 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,” added diver Davis. 

So far, the campaign is receiving positive feedback online, with many chiming in that it is important and necessary to educate people to break down stigmas and taboos about periods and carve a path for women in water sports.

The ad opens space for a conversation about what other misconceptions about menstruation are out there, following a similar theme to a recent Bodyform campaign that points out how little women and girls actually know about their bodies.

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