Modibodi launches progressive campaign ‘The New Way to Period’ via Emotive


Australia’s #1 selling period and leak-proof underwear brand, Modibodi, has launched its latest campaign ‘The New Way to Period’. The campaign marks the creative debut for Emotive after being appointed to lead brand strategy and campaign work globally and continues Modibodi’s crusade to normalise menstruation and raise awareness of a more comfortable, sustainable alternative to disposable pads, liners and tampons.


Research undertaken by Modibodi shows almost one in three young girls are afraid of talking about periods. The pioneering brand is on a mission to replace fear and shame with understanding, swap disposable for sustainable, break down taboos and, overall, help everyone embrace their bodies.

Says Kristy Chong, CEO and founder, Modibodi: “Advertising for personal hygiene products has come a long way in the seven years since we started Modibodi, but many brands still feel the need to hide or gloss over the very natural process of having your period.

“‘The New Way to Period’ shows the real side of menstruation and reminds us that not only are we allowed to feel however we want when we have our period, but that we have other options besides eco-damaging disposable pads, liners and tampons.”

‘The New Way to Period’ is a long-term creative platform that champions confidence, celebrates individual freedom, embraces diversity and encourages womxn to step towards a more comfortable, sustainable future.

Says Jardin Anderson, senior creative at Emotive: “For too long we’ve been told how we should feel about our periods. It’s been a pleasure to help herald in ‘the new way to period’ with a brand bold enough to lean into the beauty of normality and eschew all the hyperbole so often seen in this category.”

Directed by award-winning Sydney-based director Dani Pearce from Revolver/Will O’Rourke, the script follows the journey of multiple womxn, each with their own nuance and story as they embrace ‘the new way to period’.

Says Pearce: “To honour Modibodi’s philosophy of inclusivity it was imperative that the film capture all womxn, all stories. My vision was to create a film that is part of a much larger social dialogue, with the aim to normalise womxn’s lived experiences.”

The campaign launches via film with a range of edits created specifically for TV and social.

It also features extensive OOH, social, influencer seeding and experiential activations running across Australia, the US and the UK.

Says Linda Hosamsooi, group client director, MediaCom: “It has been really inspiring to be part of the Modibodi journey over the past couple of years. The new film will allow us to introduce new ATL channels to the mix that will broaden our reach, making more womxn aware of the amazing products Modibodi has to offer.”

*The term womxn is one of several alternative spellings of the English word woman, or the plural women. It is used to include transgender, nonbinary and genderqueer individuals.

Client: Modibodi
CEO & Founder: Kristy Chong
CMO: Liana Lorenzato
Content Manager: Sara Herbert

Creative Agency: Emotive
Creative Director: Rupert Taylor
Senior Creative: Jardin Anderson
Managing Partner & Head of Strategy: Michael Hogg
Business Director: Monika Vidovic
Executive Producer: Hayley-Ritz Pelling
Senior Producer: Natalie Dagher
Post Producer: Petra Valent

Production Company: Revolver/Will O’Rourke
Director: Dani Pearce
MD & Executive Producer: Michael Ritchie
Executive Producer: Pip Smart
Producer: Sarah Nichols
DP: Christopher Miles
Editor: Lily Davis @ The Editors
Post Production Co: The Editors
Sound & Music: Rumble Studios
Composer: Jeremy Richmond
Sound & Music Producer: Michael Gie

Media Agency: MediaCom
Client Partner: Adele Burke
Group Client Director: Linda Hosamsooi
Digital Director: Nick Hinchley
Offline Director: Remona Salem