It’s almost 10 years since Modibodi was founded. Period undies have come of age and Modibodi’s brand identity has evolved. Its new undies are “life-changing”. New identity comes from thousands of reviews that Modibodi has received over the years. Life-changing is a common message whatever the women’s stage of life.

To mark its 2022 identity, Modibodi and production company, Entropico, have launched a campaign that defies the old taboos and deals with women’s realities – unexpected blood in the toilet in the school bathrooms, a breastfeeding mum’s first night out with leaky breasts and masturbation on your period – to show how Modibodi is there to support women no matter what.

Modibodi chief executive officer and founder, Kristy Chong, commented, “Life-changing apparel is about redefining what comfort means for our customers in terms of the physical, ethical and emotional comfort they experience. It means being able to get our product in the hands of the differently abled and those who can’t afford it. It’s about celebrating what our bodies can do, instead of what they look like. It’s about our genuine commitment to life on our planet.”

The campaign’s hero commercial is supported by 10- and 15-second cutdowns, each focusing on one person and their needs – for periods and incontinence