Global period underwear and swimwear brand, Modibodi, has partnered with creative agency Fabric in a daring new campaign aimed at dispelling myths around swimming during menstruation. The campaign features marine biologist and freediver, Brinkley Davies, swimming with 5-metre tiger sharks while on her period, wearing only a Modibodi swimsuit.

The campaign was launched following a survey that revealed nearly 1.5 million menstruators believe they can’t swim during their period, with the fear of sharks detecting blood being a major deterrent.

Modibodi’s Marketing Director, Justine Cusack, stated, “Modibodi Period Swimwear is an incredible innovation, yet age-old myths and misconceptions can prevent people from trying it. A staggering 45% of women and menstruators fear swimming on their period, and sharks constantly enter the chat on our social channels. This campaign aims to draw attention to our Anti-Leak technology in an attention grabbing way and inspire people to engage in their everyday activities, no matter the time of the month.”

Davies, the marine biologist featured in the campaign, added, “There are so many myths surrounding menstruation and what you should and shouldn’t do… Including swimming! The swimwear fits flawlessly and allows you to jump in the water whenever you feel like it, regardless of the time of the month.”

Keenan Motto, Creative Partner and Co-Founder of Fabric, said: “This simple act is a disruptive product demonstration, a statement of empowerment and a great articulation of the new brand platform Fear Not. Obviously not everyone wants to swim with sharks but it’s a testament to the quality of the product and its efficacy.”

The campaign was launched across social channels during ‘Shark Week’ and is currently running online and on socials in Australia and the UK.