Shoulder The Burden

Heavy periods are a bloody nightmare. Life-inhibiting, awkward, and more often than not, incredibly painful. 86% of women will experience them, yet most would never tell anyone they were suffering.

Cue ‘Ultimate’, Bodyform’s latest pad, designed to have your back (and your knickers), absorbing even the heaviest flows. Our ambition? To remove the stigma by making heavy periods part of the national conversation. And we needed someone who embodied strength to do it.

Enter, The Strongest Woman In The World.

Rebecca Roberts knows a thing or two about pain and suffering... So we asked her to carry the weight of what women silently shoulder every day: their periods.

We created a giant blood drop weighing the average lifetime loss from heavy periods, and challenged Rebecca to lift it above her head. Turning an invisible burden into something impossible to ignore.

Set against commuters at Liverpool St station, the stunt brought the reality of heavy periods into one of the places they can be most disruptive: everyday working life.