Three-time Olympian Jessica Fox ‘Calls it What It Is. Period.’ in new Bonds campaign via ARC Factory
Bonds is kicking outdated euphemisms to the curb with the launch of a bold new campaign: ‘Call It What It Is. Period’. Officially rolling out today Sunday May 18, the new campaign aims to dismantle the stigma surrounding menstruation by addressing it directly, it’s just a period.
The campaign challenges the long-standing social habit of minimising menstruation, from hiding tampons up sleeves to making discreet excuses to miss work, and instead embraces honesty, comfort and confidence.
Fronting the campaign are trailblazing women who haven’t let their cycles hold them back, including 3x Olympian Jessica Fox; Activist and Ecologist Zinnia Kumar and Model Holly Rose.
In a world where there are more than 5,000 euphemisms for periods, from “Shark Week” to “Aunt Flo”, the campaign seeks to reclaim the word period with pride.
Says Edwina Moller, Senior Brand Manager, Bonds: “Let’s be real, it’s about bloody time we stopped calling periods ridiculous names to make those around us a little more comfortable. As a brand committed to period comfort, we want to empower Aussies everywhere – not just those with periods – to simply call it what it is. This campaign is a bold reminder to live unapologetically and make sure you’re comfy doing it!”
The initiative also celebrates the reintroduction of Bonds’ much-loved Bloody Comfy Period Undies. The updated range features an extended built-in gusset for enhanced protection from front to back, as well as a new, improved cotton fit. Available in multiple shapes, including Full Briefs, Boyleg and Bikini, the collection is designed to suit different preferences and ensure comfort throughout any day of the cycle.
Bonds’ Bloody Comfy Period Undies now come in four absorbency levels, Ultra Light, Moderate, Heavy, and Overnight, and include colour-coded pip tags to make selecting the right absorbency level easier.
In addition, the brand’s best-selling Retro Rib range is now period-proof. These Bloody Comfy Retro Rib Period Undies are available in Hi Bikini, Hi Hi, and Gee shapes, and feature a flexible gusset designed for leakproof confidence. Built for movement, they eliminate the need for awkward adjustments and support wearers through their day-to-day lives.
Designed to replace disposable period products, the undies feature moisture-wicking and odour-neutralising technology to keep wearers dry, fresh and secure all day long.
Creative Agency: ARC Factory
Client: Bonds
Senior Brand Manager: Edwina Moller
Head of Marketing: Kedda Ghazarian
Marketing Manager: Liz Coburn
Production Manager: Carmen Cicchinelli
Producer: Sofia Sallons
Photographer: Daphne Nguyen
Digi opp: David Deas
Motion: Sara Ali Vicedomini
Stylist: Kelly Hume
Make up: Kellie Stratton
Hair: Lok Lau
Media agency: OMD and Incubeta
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