A new campaign empowering women is aiming to break the “last taboo” in sport.
UK sanitary brand BodyForm’s Red.Fit campaign is educating the public about women keeping fit when on their period. They have made a video that shows women playing a variety of sport, from soccer to ballet, with bloodied knees, feet and hands. It proves that blood doesn’t stop women from being active.
The Red.Fit campaign includes a program that helps women to stay fit during their monthly cycle.
“During our menstrual cycle, our hormone levels (in particular, oestrogen and progesterone) are constantly changing. So we feel different, mentally and physically, at different times,” the Red.Fit site says.
The team behind the campaign have worked with sports scientist Georgie Bruinvels and have separated the menstrual cycle into four phases; Bleed, Peak, Burn and Fight. Each phase has different suggestions on how to exercise and how to get the right nutritional balance.
“Our aim is to provide you with easy-to-use, expert guidance at each stage of your cycle to keep you feeling at your best,” the site says.
Ms Bruinvels is studying a PhD in London with her research focusing on female athletes. She is aiming to get a better understanding of women’s physiology because knowledge in that area is lagging behind men. The reason is because of female complexities like the menstrual cycle.
“A recent assessment of existing research showed a significant under-representation of women included in sports and exercise medicine research studies,” Red.Fit Open Letter says.
“We believe that this lack of knowledge can prevent women from being active and exercising during their menstrual cycle and can have a negative impact on the way they feel.”
Thus St Marys University in Twickenham UK, University College London (UCL) and multiple businesses such as SCA are investing in research to investigate the menstrual cycle.
Red.Fit is a platform to share the findings with the public and change the way women feel about exercising during that ‘time of the month’.
Another kick-ass campaign empowering women and proving they can be active no matter what time of the month (day or year).