Tag: Boody

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.

Australia – Australian underwear brand Boody together with Clemenger BBDO has launched a new brand platform ‘The Official Underwear of the Entire Planet’. The campaign used a diverse cast of real people to reflect the real world we live in, encouraging everyone to get involved and to make a more sustainable choice when it comes to underwear.

The 30-second ad features world-renowned ethnologist Dr. Jane Goodall as brand spokesperson. The campaign is set in a rainforest to ambient music and narrated by Goodall, who ponders that while humans search for new worlds, there is ‘so much still to do on the one we leave behind’. Goodall’s voiceover continues to say that ‘it is a big job making our world a bigger place’, but getting started is as simple as ‘changing your underwear’. The narration continues as Goodall explains that making our earth a better place is a tremendous undertaking,’ but getting started is as simple as ‘changing your underwear.’ 

The voiceover is backed by eerie, misty shots of models wearing Boody underwear in a rainforest setting, and the video concludes with the new brand platform line and the Boody logo.

Darren Wright, executive creative director at Clemenger BBDO Sydney, said that the sustainability space is crowded, with many brands making claims about credentials and the positive impact they bring that are exaggerated to match consumer expectation.

“Working with Boody, a brand that truly makes undies that keep the whole planet feeling good was a privilege,” Wright said.

‘The Official Underwear of the Entire Planet’ positions Boody as the underwear brand not just for every person on Earth but for everything on Earth too. It reminds audiences that even seemingly small decisions (like the underwear you choose) can have a big impact on our planet.

Brent Kerby, CEO of Clemenger BBDO Sydney, shared, “We are proud of the work we’ve done with the Boody team. This platform not only gives Boody the high ground in the category today, but gives our team the scope to deliver standout creativity into the future.”

James Forbes, CEO at Jane Goodall Institute Australia (JGIA), commented, “Small actions can make a big difference. Bamboo is an amazing fibre, organically grown and while it has many benefits, it’s not just about the material in your underwear. It’s thinking about what other small steps you as an individual can make. JGIA is driving a suite of programs that enable the next generation of environmental leaders.”

The campaign was awarded to Clemenger BBDO Sydney after a competitive pitch last December 2021. 

The campaign will roll out nationally via Broadcaster Video-On-Demand, OOH and content partnerships from Monday 9th May.