Nearly 1.5 menstruators believe you can’t swim during your period, with one of the big barriers to trying period swimwear being the fear of sharks detecting blood.

So Modibodi, partnered with TBWA\Sydney agency, Fabric, to prove the product’s efficacy and dispel those menstruation myths. Wearing only a Modibodi swimsuit, freediver and marine biologist, Brinkley Davies, put the leak-proof period swimwear to the ultimate test by swimming with 5-metre tiger sharks, while on her cycle.

Modibodi marketing director, Justine Cusack, commented, “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.”

Brinkley Davies stated, “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, Fabric, added, “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 documentary film forming the centrepiece of the campaign was directed by FINCH’s Kyra Bartley. The campaign launched across social channels during Shark Week and aims to generate conversation to break down myths and fears surrounding menstruation, replacing them with an empowering message.

The campaign is featuring online and in socials in Australia and the UK.