*Youth Sport Trust, 2024
EVERY STAIN SHOULD BE PART OF THE GAME
When an athlete plays through injury, their bloodstain becomes a badge of honour. An act of bravery. However, when it’s period blood it’s a source of shame or a reason for mockery. In fact, 6 out of 10 girls fear playing sports due to period leaks.*
We believe it’s time to tackle the taboo by normalising every stain, so all girls can play on without fear or shame. Blood is blood and blood is part of the game.
Persil conducted a survey of 1,000 teenage girls aged between 15-18 who participate in sport, which revealed that too many are stepping away from sports due to anxiety around periods:
Period stains incidents and removal
Over three quarters (78%) have stopped playing sports because of their periods, with 6 in 10 doing so due to fears around period stains and leaks.
63% have experienced a period leak or stained clothing while playing sport.
These experiences lead to feelings of embarrassment (74%), anxiety (49%) and shame (33%).
More than a quarter (26%) do not feel comfortable talking openly about periods, with over half of them (56%) saying it feels too personal a topic.
78% have thrown away sports clothing after experiencing a period leak, highlighting the pressure many feel to hide this experience, and the lack of education on how to effectively remove these stains.
Removing period stains can be difficult, with 68% finding it hard to get them out in the wash.
Playing sport whilst on their period
Playing sport whilst on their period has a considerable impact on teenage girls, with 79% stating it has affected their confidence.
Support from coaches and sports leaders is crucial, yet one in four (25%) do not feel they receive enough guidance or understanding.
Despite this, there is hope: 45% believe that period stains should be accepted as part of sport.
*Youth Sport Trust, 2024
RAISING AWARENESS AND CHALLENGING THE DOUBLE STANDARD
The billboards and print campaign feature real photos of female athletes, who have bled during their athletic performances. These leaks and stains are transformed into powerful statements, juxtaposing stained underwear and stained t-shirts to call out the double standards of how blood stains are viewed in sport, questioning why some are seen as a mark of bravery, and others something to be ashamed of.
It was launched in spots around the Arsenal Stadium in the lead up to the women’s North London Derby, maximising the impressive turnout for this popular event. LED screens, a half-time interview on the importance of the campaign, and a programme takeover made the topic unmissable for the attending crowd.
The OOH and print assets all link to a video content series, where a star-studded Arsenal line up of Beth Mead, Leah Williamson, Katie McCabe and captain Kim Little all give guidance to coaches, parents and teachers alike to break down the barriers and fear of stains.
The second burst of content will go live on International Women’s Day (8th March) and will run nationwide near women’s premier league stadiums and schools, in the run up to the Arsenal vs Liverpool Women’s match at the Emirates Stadium on Sunday 23rd March.
IN THE COMMUNITY
As part of "Every Stain Should Be Part of the Game", Persil and Arsenal have launched a new programme through Arsenal in the Community, which celebrates its 40th anniversary this year, designed to support young girls and boys break down barriers to sport participation.
This involves:
Specially designed workshops which educate young girls and boys about periods, the barriers they pose to sporting participation, and effective tools on how to play on.
Safe spaces for the children to ask questions about periods and their menstrual cycle, breaking down the stigma and encouraging conversation.
Sports-based exercises with a playful twist: getting teenagers playing in mixed gender groups and encouraging them to think about how they can notice when a teammate may be acting differently, and how this can spark an empathetic conversation to keep their friends in the game.
Incorporation of these principles into training of young coaches so they can better understand and support players through all aspects of the game.
GAME PLAN TO TACKLE PERIOD STAINS
All blood stans are the same, whether they’re from your nose, your knees or your uterus.
Here’s what you need to know to remove them:
PERIOD TALK WITH ARSENAL
We sat down with Arsenal players to talk periods and sport. Spoiler alert: Period stains happen to all of us, even the pros! It means you played the game!
PERFECT PRODUCTS FOR EVERY STAIN
For 1st time stain removal, use Persil liquid detergents. Whether it’s a quick wash or a cold cycle, you get outstanding stain removal.
Available in three variants, Persil liquid detergents come in recyclable bottles with a dosing device.
