Modibodi has launched a new campaign in partnership with Fabric\TBWA that speaks to the quiet panic many feel at the start of their period.
The film for the reusable period underwear brand centres on the moment of growing anxiety, followed by a calm realisation: she’s wearing Modibodi.
For millions of people who menstruate, the start of a period often brings questions and worry of potentially leaking, people noticing and if it will be a problem throughout the day. The campaign aims to shift that experience, turning uncertainty into confidence and fear into calm.
88% of people who menstruate have felt anxious about leaking, and nearly half say this fear has stopped them from taking part in everyday life, including school, work, or social events, according to Modibodi’s global research (2021). While research from YouGov (2022) revealed three in four menstruating Australians have felt fear related to their period, with leak anxiety as the main cause.
“At Modibodi, we understand the mental load and quiet panic that often comes with the fear of leaks,” Justine Cusack, Marketing Director at Modibodi, said. “This campaign emphasises the sense of confidence and security our leak-proof protection brings—empowering our customers to go about their lives.”
Lula Cucchiara, director of the film, brings a natural, honest feel to the story and focuses on the inner thoughts of the main character, whose mind fills with “what ifs” before she feels relief remembering she’s protected by Modibodi.
Gemma Rees, Managing Director at Fabric\TBWA, added: “Every woman knows that feeling, that flicker of panic, the instinctive check, the mental spiral. Lula helped us capture that exact emotional frequency and then flip it. It’s not just a product message. It’s a moment of truth reminding women they’re in control, that Modibodi has them covered.”
Through this campaign, Modibodi continues its work to normalise periods, open conversations about leak anxiety, and offer technology-backed products that respect real-life experiences, without compromise.
CREDITS:
Client: Modibodi
Agency: Fabric (part of the TBWA\Sydney Group)
Production Company: DIVISION
MD | Executive Producer: Genevieve Triquet
Executive Producer: Karen Bryson
Producer: Alex Cook
Director: Lula Cucchiara
DOP: Grégoire Lière
Editor: Kent Hau
Grade and Online: Fergus Rotherham
Sound: Beau Silvester
Music Composition: Otis Studios
Media: Talent Corp and Periscope