Breaking period stigma.

Opening up conversations and educating young people about their period health in Wales.

What we did:
  • Social Marketing and Behaviour Change
  • Audience Testing
  • Creative Design and Advertising
  • Research and Evaluation
  • Copy and Storytelling
  • UX/UI
The Bloody Brilliant logo with photo of young person with period blood on their jeans
A mobile phone showing the Bloody Brilliant Instagram feed with a photo of a young person in their bed with period blood on their trousers and bed

The mission.

To create a brand, resources, and campaign to break the taboo around period health for young people in Wales. 

NHS Wales commissioned Social Change UK to create a brand, website, resources and marketing campaign targeting young people in Wales between 11- 16 to open up the conversation around period health, so they feel informed and empowered to speak to a healthcare professional if they need to.  

A deck of Bloody Brilliant period cards

The research.

Getting to the heart of the challenges young people face when talking about and experiencing periods.  

For this project we conducted a large-scale survey of young people across Wales to gather key information around the attitudes, understanding and beliefs which young people have towards period health. From this we uncovered key insights which informed the overall campaign, brand and all the resources. Co-creation focus groups with young people followed to refine the concept and ensure it resonated with the target audience.  

The Bloody Brilliant website

The campaign.

The website, resources and campaign which form Bloody Brilliant aims to empower young people who have periods, though sharing expert knowledge and importantly opening up the conversation around period health - so young people don't have to suffer in silence.  

Featuring friendly illustrations and normalising imagery, the multichannel campaign shows the more unseen and unspoken side of menstruation - such as leaks to help its audience feel at ease, knowing that these things happen to half the population regularly and it's nothing to be embarrassed or ashamed of. Bloody Brilliant is working to break the taboo around discussing menstruation through increasing exposure, awareness, and knowledge around this completely natural topic.  

The website is a hub of engaging expert-approved resources aimed at young people aged 11-16 and their supporters. The resources aim to help young people understand what is, and importantly isn't, normal when it comes to their period, with resources on everything from period pain and flow to emotional symptoms and self-care tips. The website helps young people and those around them, from parents and carers to friends and loved ones, to navigate the Bloody Brilliant world of periods with handy illustrated guides and even a period dictionary! 

A young persons leg with period blood dripping down it wearing a towel

In its first month, the inclusive campaign is already inspiring young people across the country with its fearless, straight-talking message, which focuses on normalising conversations around periods and period health - reaching over 200k young people in the first month alone.  

The Bloody Brilliant colouring book
Inside of the Bloody Brilliant colouring book

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