The Shameless Pad

FCB Brasil

Brand: Intimus

Year: 2023

A study discovered that one in two girls stopped playing sports when they got their period. The main reason isn't pain: It's shame. They fear someone could notice they're menstruating, and they dread the idea of leakages.

To help young girls turn their shame into pride and the brand’s goal to support women’s progress against menstrual stigma, Intimus became the first to sponsor professional athletes playing on their periods.

The truth behind the work started a worldwide debate about how periods still hold girls back. What started as a single activation soon became a global brand platform, inspiring a new generation to not let their period stop them from playing sports.