Half of girls start their period by 12, yet new Modibodi research found 1 in 4 do not feel comfortable using period products at school. Over 1 in 10 have gone home after leaking and 2 in 5 struggle to concentrate, so for Back to School we built a broadcast PR campaign urging parents to add period products to the back-to-school shopping list. We put Modibodi's chief executive on air across a radio day of interviews, talking about the Back to School collection of teen period underwear and dancewear, which looks and feels like normal underwear so teens need not worry about staining school or sports uniforms. The campaign secured 7 items of radio coverage reaching 2.4 million.
Modibodi wanted to encourage parents to help teens prepare for the new school year by adding period underwear to their back-to-school shop.
The message
Modibodi's Back to School collection of teen period underwear and dancewear looks and feels like normal underwear, with slim absorbent layers so teens need not worry about staining school or sports uniforms.
The angle
Half of girls start their period by 12, and new Modibodi research finds 1 in 4 do not feel comfortable using period products at school, over 1 in 10 have gone home after leaking and 2 in 5 struggle to concentrate. Parents are urged to add period products to the back-to-school shopping list.
On air
Modibodi's chief executive
The result
7 items of coverage reaching 2.4 million.
About Back to School
Back to School is the broadcast moment at the end of the summer holidays, when families get children ready for the new school year. It covers uniforms, shoes, stationery, lunches, routines and costs. Most schools in England, Wales and Northern Ireland go back in early September, and in Scotland in mid-August. It gives producers a reason to cover the subject, and brands with a credible spokesperson a way onto radio and TV.
Planning Back to School for 2027?
Back to School next comes round in late August and early September 2027, with most Scottish schools returning in mid-August. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
