The Bonds ‘Cheer Bleeders’ looks to empower through period discomfort

Bonds has launched its latest campaign, promoting its new Bloody Comfy Period Undies, with a cheer team to support, before, during and after a period.

The campaign, ‘Cheer through the Bleed’, features the Bonds ‘Cheer Bleeders’, all wearing the new range, as they cheer through the ad about some of the honest aspects of menstruation.

The campaign is the latest work to come via Special Group Australia for Bonds, after the agency landed the creative account in August last year.

Creative director at Special Group, Luke Thompson said: “Bonds’ mission is centred around making the world a more comfortable place for everyone and there has never been more opportunity to do this than when it comes to young Aussies and the cultural norms around periods. The Cheer Bleeders do just that by cheering proudly and positively about periods and everything around them.”

The ‘Cheer Bleeders’ aims to address many of the uncomfortable experiences faced while getting a period, such as missing school, sport and other activities, as a result of discomfort. The campaign takes an “honest and humoured” approach to the different impacts, such as fears of teasing and embarrassment, with Bonds stating it “strives to show people that you don’t have to follow the conventional rules around periods. It’s your period, on your terms”.

Bonds marketing manager, Kedda Ghazarian also said: “Cheer Bleeders is the next exciting instalment on our Bloody Comfy Period Undies journey, following our launch of the category-breaking innovation in 2020. We want to show young Aussies everywhere, that you can be just as active, just as confident and just as comfy when you have your period as when you don’t. No period should hold anyone back. Special Group have developed a campaign with the confidence and attitude to match.”

The integrated campaigns is running across TV, digital, social and out-of-home. Bespoke content was also created with ‘personalised cheers’ for Tik-Tokkers in Australia and New Zealand who used #PeriodTok, “to playfully respond to period-related questions and previously posted videos”.

Mumbrella reported in August last year that Bonds was pitching its creative account, with incumbent Leo Burnett Melbourne matching up against TBWA Melbourne, Clemenger BBDO Melbourne, and Special Group.

Since the change, Bonds has released a six-part series, featuring Richmond Tigers star Dustin Martin, as well as an inclusive campaign for its apparel made from sustainable fabrics, the brand’s annual Mardi Gras campaign, and taken the lead on the Bonds Baby Search for 2021.


Client: Bonds Australia
Head of Marketing: Kelly McBride
Marketing Manager: Kedda Ghazarian
Brand Manager: Amanda Varbaro

Creative Agency: Special Group Australia
Founding Partners: Lindsey Evans & Cade Heyde
Strategy Partner: Rebecca Stambanis
CCO & Partners: Julian Schreiber & Tom Martin
Creative Directors: Luke Thompson & Toby Moore
Creatives: Cat Williams & Jessica Roberts
Designer: Maggie Webster
General Manager: Paige Prettyman
Business Director: Emma Salmon
Business Manager: Timmi Tsapaliaris
Senior Integrated Producer: Sophie Simmons

Production Company: Revolver
Director: Leilani Croucher
MD / Executive Producer: Michael Ritchie
Executive Producer: Pip Smart
Producer: Alexandra Taussig
Director of Photography: Sam Chiplin
Post Production House: Glue Society
Offline Editor: Scott Stirling
Colourist: Scott Stirling
Online Editor: Viv Baker

Music + Sound: Otis Studios

Photographer: Alexandrena Parker
Retouching: Visual Thing

Media agency: OMD
Business Director: Laura Nathan
Strategist: Susie Wall
Account Director: Camilla Wallace
Account Manager: Michael Gregory
Account Executive: Liam Breust
Trading Director: Sam Hey
Trader: Sabrina Ranasinghe
Programmatic Trader: Luke Jervis


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