Australian underwear brand Boody is challenging current period sentiment through a new campaign and leak-proof underwear range.
Its #DoLess campaign, in collaboration with Period Queen author Lucy Peach and Australian comedian Em Rusciano, aims to encourage Australians to slow down and do less during their period.
According to Boody’s global head of brand and marketing Ruth Haffenden, the new range will inspire customers to rebuke the unrealistic image of how it feels to menstruate, reportedly shared by the media.
“It's important at this time of the month, more than ever, to let our bodies do their thing and to feel comfortable in what we wear and what we do,” Haffenden said.
Boody product lead Rebecca Innes added that Boody’s mission is to make consumers feel comfortable.
“We have been designing and developing underwear for 10 years, providing consumers around the globe with sustainable everyday essentials,” Innes said. “With the addition of this period and leak-proof range, our community can now enjoy the same soft, sustainable and comfortable bamboo underwear year-round and throughout their menstrual cycle.”
The new campaign will include the sharing of regular self-care tips from its collaboration with Peach.
“It’s time to change the way we think about periods,” Peach said. “We don’t need to push through them or pretend they’re not impacting our lives.
“We need to embrace everyone’s needs and to recognise that when people are bleeding, our emotional and physical needs can be different.
“In a world that pressures us to perform at the same pace every day, it’s time to reclaim our cyclical nature and honour our right to rest.”
Alongside Peach, Rusciano will also be promoting Boody’s #DoLess statement. She said the current sentiment around being active through periods isn’t helpful.
“It’s about time we shift the narrative around periods and recognise that they can be exhausting,” Rusciano said. “Why should we have to push through the pain and suffering our periods can bring?”
Boody’s period and leak-proof underwear range includes both full brief and classic bikini, with all styles available in XS to 3XL.
It is sold online, including with The Iconic and Amazon, as well as in-store at local pharmacies and IGAs.