Australia – Boody, an Australian company dedicated to creating comfortable and sustainable clothing and underwear, has partnered with the Women’s National Basketball League (WNBL) to launch its latest campaign that calls for access to period products for all.
Launched in line with the WNBL’s ‘Fighting Period Poverty’ round, the campaign aims to raise awareness on the worrying issue where around 51% of women and girls use makeshift materials as menstrual sanitary products.
The main beneficiaries of the campaign are Australian women and girls who go without period products during their menstruation.
As part of the campaign, Boody will donate 1,000 pairs of period underwear to people living in period poverty. Additionally, for every pair of period and leak-proof undies purchased online during the round, Boody will also donate a pair to ‘Share the Dignity’ to provide care for women in need.
Boody’s omnichannel campaign also featured some WNBL players who shared their personal stories of the impact of menstruation and the need for more candid dialogue about the subject. The players will also be wearing themed T-shirts and socks in their pre-game warm-ups to promote the products, of which all purchases will be donated to Share the Dignity.
Ruth Haffenden, global head of brand and marketing at Boody, said, “We’re proud to be involved in the WNBL Fighting Period Poverty Round, highlighting an issue that affects 20% of menstruating individuals in Australia. Initiatives like this show the real difference we can make together, and we’re honoured to collaborate with WNBL and the exceptional players to drive awareness and provide support to those in need.”
Meanwhile, Christy Collier-Hill, head of the WNBL, shared, “The WNBL is the only professional league in Australia that has a round aimed at Fighting Period Poverty. As a women’s league, it’s important we support issues that affect women and girls, and we’re really proud to be working with Boody to positively impact period poverty in Australia.
