Boody works with alt/shift/Sydney for its #DoLess campaign

Boody and alt/shift/Sydney have collaborated for Boody’s new #DoLess campaign.

The announcement:

Boody, Australia’s first B Corp certified underwear brand, has launched the #DoLess campaign in collaboration with alt/shift/Sydney, marking the brand’s first campaign with the agency. Whilst the usual message from the menstrual market is to stay active, wear white and do a happy dance, Boody says it is time to present periods in a different way. Boody worked with alt/ shift/Sydney on a strategy aimed at  redefining the period game, all while promoting the brand’s new period and leak-proof underwear.

Working with Period Queen author Lucy Peach and comedian Em Rusciano as talent, the campaign will encourage Australians to slow down and do less during their periods.

“At Boody, we’re all about encouraging our customers to be kind to themselves, and the planet,” says Ruth Haffenden, global head of brand and marketing. “So we wanted this campaign to reflect our core values and inspire consumers to rebuke the unrealistic image of how it feels to menstruate, switch off the ads for happy dancing girls and take it as slow as they like. It’s important at this time of the month, more than ever, to let our bodies do their thing and to feel comfortable in what we wear and what we do.

“When landing on the campaign creative, we worked closely with alt/shift/Sydney to create something that was ownable and that would reflect our core values. We wanted to make our mark within the menstrual market but in a way that was against the status quo and that would make a real difference to the lives of Australians that menstruate.”

alt/shift/Sydney general manager, Andie Crawford said, “When we were briefed on this project for Boody we knew we wanted to take strategic insights and really challenge current thinking and marketing of period products. Boody was brave enough to get onboard with doing something different that would go against the norms of the menstrual market and establish a new set of ground rules centred all around ‘doing less.’”

During the ideation process, alt/shift/Sydney recognised the role that Boody could play in reshaping the nation’s views on periods; “We knew there was a real opportunity to break the mould and set a new standard for Australians who menstruate – with #DoLess, we’re making a statement against the truly unrealistic period ads and creating something far more achievable. This campaign is one that, as an agency, we are really proud to be a part of,” said Andie Crawford.

The campaign officially launched on Monday 14 November, with a focus on earned and social channels whilst hero creative will also run out of home and on digital platforms.


Client: Boody

Global head of brand and marketing: Ruth Haffenden

Content and social: Stephanie Audino

Design/styling: Jade Zulian


Photographer: Bec Lorrimer

Art director: Annabelle Gaspar

Production company: Sam I am.

Media: Growth Huntr

PR: alt/shift/Sydney

Source: alt/shift/


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