According to period underwear and swimwear brand Modibodi, 45% of menstruators (1.5 million people) fear swimming on their period, with one of the biggest barriers to trying period swimwear being the fear of sharks detecting blood.
In July 2024, Modibodi and agency Fabric (part of the TBWA\Sydney Group) created a stunt to demonstrate the efficacy of its period-proof swimwear and break down myths and fears surrounding menstruation.
During Shark Week (an annual broadcast event hosted by the Discovery Channel that focuses on sharks and their ecosystems), freediver and marine biologist Brinkley Davies swam with 5-metre tiger sharks, while on her cycle – wearing only a Modibodi swimsuit.
A campaign film following Davies’ dive and featuring Modibodi’s swimwear launched online and on social channels in Australia and the UK. The Shark Week campaign is part of Modibodi’s Fear Not platform, which aims to shut down menstruation myths.
‘This simple act is a disruptive product demonstration, a statement of empowerment and a great articulation of the new brand platform Fear Not,’ said Keenan Motto, creative partner and co-founder of Fabric, in a statement. ‘Obviously not everyone wants to swim with sharks but it’s a testament to the quality of the product and its efficacy. Partnering with director Kyra Bartley at Finch, the centrepiece of the campaign documents the dive and captures our diver, Brinkley Davies’ fearless spirit and Modibodi’s stylish leak-proof swimwear.’
