Arsenal and Dirt Is Good Tackle Period Taboos with its new campaign
Too many girls are being pushed out of sport because of something completely natural, periods! Stains from cuts, bruises, and mud are seen as marks of determination, but a period stain is treated with shame.
Arsenal and Dirt Is Good have launched Every Stain Should Be Part of the Game, a bold campaign to challenge outdated attitudes and ensure no girl must stop playing because of her period. When an athlete bleeds from an injury, it’s seen as bravery, but when it’s period blood, it’s met with embarrassment and silence. This campaign is here to expose the double standard.
A study by Persil found that over three-quarters (78%) of teenage girls have stopped playing sport because of their periods. More than half (63%) have experienced a leak while playing, and the fear of stains leaves many feelings embarrassed (74%) and anxious (49%). Worse still, 78% have thrown away sports clothes after a leak, showing just how deep the stigma runs.
But why should a period stain be any different from grass stains or bruises? Blood is blood. It’s part of the game.
To spark change, Arsenal and Dirt Is Good took their message right to the heart of football. Ahead of the women’s North London Derby, billboards and LED screens around Arsenal Stadium featured powerful images of female athletes with period stains alongside images of blood-stained shirts from injuries. The message was clear: all stains should be treated the same.
The campaign took over the match programme and included a half-time interview on why breaking this stigma matters. Arsenal stars Beth Mead, Leah Williamson, Katie McCabe, and Kim Little joined in a video series, giving advice to coaches, parents, and teachers on how to better support girls in sport.
Kindly note that this isn’t just about awareness it’s about action. Arsenal in the Community, celebrating its 40th anniversary, has partnered with Persil to launch workshops in schools. These sessions will:
Educate boys and girls on periods and the barriers they can create in sport.
Create safe spaces for open conversations, breaking the silence around menstruation.
Use mixed-gender sports sessions to encourage empathy and understanding.
Train young coaches to better support players through all aspects of the game.
According to sources, this campaign isn’t stopping here. The second wave of content will launch on International Women’s Day (8th March), with nationwide billboards near Women’s Super League stadiums and schools. It will lead up to the Arsenal vs Liverpool Women’s match at the Emirates Stadium on 23rd March, ensuring this conversation reaches as many people as possible.
For too long, girls have been stepping back from sport because of outdated shame and fear. That needs to stop. With Arsenal and Dirt Is Good leading the way, we’re proving that every stain is just part of the game, and no girl should have to sit on the sidelines because of her period.
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