‘The new way to period’: Modibodi takes a stand to normalise periods in new brand platform

Modibodi is pushing back against the stigma surrounding periods, positioning its period and leak-proof underwear as ‘the new way to period’.

The ad, which is the first from creative agency Emotive since its appointment to the global account in July, notes that women have been led to feel ‘gross’ and ‘unnatural’ when on their periods, when periods are a normal part of life.

The campaign also makes a number of visual references to period blood, from stains on bedsheets to red liquid being rinsed out of a pair of underwear. Last year, Libra was praised for using red liquid instead of traditional blue to demonstrate the absorbency of its pads in it’s #BloodNormal campaign, but also attracted heated backlash. Complainants to the industry watchdog, Ad Standards, compared the representation of period blood to depicting faeces in a toilet paper ad. All complaints to Ad Standards were dismissed.

Modibodi CEO and founder, Kristy Chong, noted how far advertising for personal hygiene products has come since the underwear brand was founded.

“Many brands still feel the need to hide or gloss over the very natural process of having your period,” she said.

“‘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 brand platform, ‘The New Way to Period’, is here to stay.

“For too long we’ve been told how we should feel about our periods,” explained Emotive senior creative, Jardin Anderson.

“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.”

The campaign is going live in Australia, the US and UK across TV, social media, influencer seeding, experiential and out-of-home. The media strategy is being executed by Mediacom, and the films were directed by Dani Pearce from Revolver.

Mediacom group client director, Linda Hosamsooi, noted the possibilities the campaign represents: “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 [an alternative spelling to include transgender, nonbinary and genderqueer individuals] aware of the amazing products Modibodi has to offer.”


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 Ritchi
Executive Producer: Pip Smart
Producer: Sarah Nichols
DP: Christopher Miles
Editor: Lily Davis @ The Editors
Post Production Co: The Editors
Sound Post Production: Rumble Studios

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


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