#AddressTheDressCode
Client:
N/A, proactive
Problem:
Period shame leads t0 78% of girls skip sport when they’re menstruating. Often because they’re scared of leaking, or pads being visible. But exercising on your period has tons of mental and physical benefits, like helping to reduce cramps and symptoms of PMS.
Period shame exists at all levels of sport, and with professionals speaking out against the strict Wimbledon dress code, we wanted to make change at the top, in order prevent the increase of young girls from stopping sport completely.
Outcome
Our aim was to show girls that it’s okay to be on your period and still smash it at sport, by calling out the strict all white dress code enforced by the Wimbledon Board.
What started as a petition and LinkedIn post evolved into a national conversation and protest outside the Wimbledon gates.
In 2022 Wimbledon announced they would be amending their dress code, allowing professional tennis players the choice to wear dark coloured shorts under their skirts.
Role: Creative lead, art director and designer.
To launch our campaign online, we recreated the 1976 Tennis Girl photograph and shared it across socials, with a petition. After four days, this got reported and removed.
In response to the petition removal, we announced that we would hold a peaceful protest outside the Wimbledon gates. We designed 10 tennis skirts, inspired by the ones Tatiana Golovin wore in 2007, white on the outside with a red short attached underneath.
Posters that were shared across socials and at the protest.
A year after the success of the campaign, we were invited onto talk about it on Lorraine.