Breaking the cycle | Bupa

The Bupa Period Plan was the first of its kind. Armed with the knowledge that women have been underserved when it comes to period support, we conducted research which revealed that women had been told that suffering with extreme symptoms was ‘normal’ and should be tolerated.

To launch the findings, we teamed up with hot property Fire from TV series The Gladiators. This former Olympic athlete had previously spoken about the impact of painful periods on her time competing so we knew she would be a powerful and passionate ambassador.

Working with feminist illustrator Charlotte Wilcox, we created honest and relatable infographics to illustrate the period symptoms women should feel comfortable seeking help for.

The campaign generated coverage across national print media including The Mirror, Metro and The Independent, as well as a TV interview with our celebrity ambassador on Good Morning Britain.

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