If feminine hygiene commercials have taught us anything, it’s that you can cartwheel and play tennis on your period, no problem.
But a survey revealed that 1.5 million menstruators believe that you can’t swim on your period.
So Modibodi, maker of period underwear and swimwear, dropped freediver Brinkley Davies into shark-infested waters to finally bust the myth.
“This simple act is a disruptive product demonstration, a statement of empowerment, and a great articulation of the new brand platform Fear Not,” says Keenan Motto, creative partner and co-founder of Fabric, the agency behind the campaign.
