Australia’s first B Corp certified underwear brand, Boody has launched the #DoLess campaign to promote its new period and leak-proof underwear.
Collaborating with Period Queen author Lucy Peach and comedian Em Rusciano, the Boody campaign aims to encourage Australians to slow down and do less during their period. While the usual message from the menstrual market is to stay active, wear white and make the most of this time, Boody says it is time to present periods in a different way.
“At Boody, we’re all about encouraging our customers to be kind to themselves, and the planet. To celebrate the launch of our first line of period and leak proof undies, we’re looking to inspire consumers to rebuke the unrealistic image of how it feels to menstruate, switch off the ads for happy dancing girls and take it as slow as they like. It’s important at this time of the month, more than ever, to let our bodies do their thing and to feel comfortable in what we wear and what we do,” Boody global head of brand and marketing, Ruth Haffenden said.
To highlight the importance of doing less when menstruation hits, Boody has partnered with author, Lucy Peach to provide expert advice on menstrual health and to stress the importance of rest and relaxation when periods hit. Peach shares regular self-care tips to help Boody shift the current, outdated mindset around menstruation.
On the campaign, Peach said: “It’s time to change the way we think about periods. We don’t need to push through them or pretend they’re not impacting our lives. We need to embrace everyone’s needs and to recognise that when people are bleeding, our emotional and physical needs can be different. Our menstrual cycles are a source of power but to truly access this power, we need to listen to our bodies and to make time to slow down and do less when we need to.”
Alongside Peach, Australian comedian, writer and singer, Em Rusciano is helping promote Boody’s #DoLess mantra, reinforcing the need to remain open and authentic when it comes to periods.
“The message is simple – do less. It’s about time we shift the narrative around periods and recognise that they can be exhausting, in the past we’ve been told to power on. Go water skiing, topple that cooperage ladder, sky dive. To that I say: why? Why should we have to push through the pain and suffering our periods can bring? I’m proud to be working with Boody on this campaign and encouraging people who menstruate to relax if they need to,” Rusciano said.
Boody’s period and leak-proof underwear range includes both full brief and classic bikini, with all styles available in XS to 3XL. The new range can be found online now at www.Boody.com.au, The Iconic and Amazon, as well as in-store at local pharmacies and IGAs.