Persil
LOLA MullenLowe





Wash Away The Taboo 
Art Direction, Design

Campaign
Global





After 20 years of advocating for Dirt Is Good, Persil decided to face the toughest stain of all.

Persil’s global research revealed that people around the world were struggling with one common stain: menstrual blood. Even though most people agree on the fact that this stain is natural, 72% feel embarrassed of it. The fear of getting a stain leads women to miss social events, sport activities and even school classes.

That’s why removing the stain wasn’t enough. Persil launched “Let’s wash away the taboo”, a campaign to normalise period stains. In partnership with though-provoke photographer Sophie Ebrard, we invited “anyone menstruating” to be part of a unique shoot, where we were able to capture their real period stains.


Cannes Lions:
1x Bronze in Outdoor

One Show:
1x Merit in Out of Home

El Ojo de Iberoamérica:
1x Grand Prix in Print Production
1x Gold in Best Copy
4x Silver in Health, Design & Outdoor
2x Bronze in Sustainability

Eurobest:
1x Silver in Outdoor
2x Shortlist in Design and OutdoorUK Creative Circle:
2x Gold in Photography and Craft

Lürzer's Archive:
Issue III - 2023

ADCN:
1x Bronze in Photography

El Sol:
1x Gold in Creative Business Transformation
2x Bronze in Design and Outdoor

Spain Creative Club (CdeC):
3x Bronze in Content, Idea & Craft

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