When reporters asked about her worse-than-usual performance in the Australian Open, Heather Watson mentioned 'girl things.' A pro athlete having to resort to euphemisms — because no one was talking about periods in sport.

The tactical ad I wrote about it became the first in a series of powerful, taboo-breaking campaigns for Bodyform that AMV BBDO has created, including Blood and BloodNormal.

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The colour scheme wasn't my choice.

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