Bodyform and The Self Esteem Team are joining forces to target teenage girls in deprived parts of the UK to smash period taboos and tackle the issue of period poverty with their #AboutBloodyTime campaign.
The two organisations want to reach up to 2,500 girls aged between 12 and 18 with free, bespoke classes that will tackle issues of body confidence and self-esteem, as well as taboos surrounding menstruation.
This comes after a recent Bodyform survey revealed that 40 per cent of British girls aged between 12 and 18 regard periods as dirty, shameful, embarrassing or disruptive to everyday life and 24 per cent of women admit to feeling uncomfortable buying feminine hygiene products.
“Periods are a taboo subject, but they are slowly and surely moving up the agenda,” says Traci Baxter, marketing manager for Bodyform. “We need to break down the stigma and encourage young women not to be ashamed about their bodies. That’s why we are partnering with the brilliant Self Esteem Team with #AboutBloodyTime, so we can start the conversation and break the silence around menstruation and other topics affecting teenage girls in the UK.”