In partnership with athletes, Intimus questions the stigmas of menstruation

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The new project ‘Movimentos de Progresso’, from Intimate, a feminine care brand, reinforces the motto ‘We didn’t come so far to stop here’. The global action released in January endorses the position ‘Menstruate or not, she can’, encouraging women in different areas of activity to share the progress of their lives.

Inspired by the story of judoka Sarah Menezes, who won one of the main medals in Brazilian judo while menstruating, and taking advantage of the movement of conversation around this mostly male sport, the company, in partnership with the creative agency SOKO, questions the stigmas placed by society regarding to menstruation.

“Our purpose is to work towards female progress, therefore, menstruation should not be an obstacle or a stigma that hinders women from doing what they want and standing out in society. At a time when several athletes, once again, are showing their strength and discipline, we want to reinforce their protagonism and give light to their stories to share moments of overcoming and inspire so many other girls and women”, says Maria Claudia Toffoli, director of Marketing for the Women’s and Adults category at Kimberly-Clark Latin America.

After the kickoff, gymnast Rebeca Andrade gets into the action sharing stories she has experienced throughout her career as a world champion and the stigmas she faced throughout her career, bringing even more power to the campaign through social media.

“Many girls stop playing sports when they are menstruating, because there are still a lot of stigmas surrounding something that is simply natural. Girls and women menstruate and can continue training and playing sports when they have their periods. Therefore, the movement that Intimus promotes and of which I insisted on being part of contributes to normalizing the fact that menstruating is part of it, and we can continue with our activities during menstruation”, says Rebeca.

In addition to her, other athletes are joining the movement to tell their own stories: skateboarder Karen Jonz and surfer Chloé Calmon will share exclusive stories from their trajectories seeking to encourage other women, from other spaces, sharing movements for progress and combating the stigmas that suffered from society.

“Being able to talk about menstruation openly within mostly male spaces and proving that it is not an impediment to our progress is revolutionary. Therefore, Sarah’s story was our great reference and inspiration in the campaign”, highlights Nayara Lima, creative leader of the project at the SOKO agency.

For greater amplification, a team of influencers joins the project, such as the brand ambassador, Bibi Tatto, as well as names such as Camila Pudim, Rafa Moreira, Gabie Fernandes, Vih Bueno, among others, who will share stories of progress, and In the end, each one invites their own base of followers to join this movement. Check out the campaign film.