Not all blood stains are treated the same. Scrapes and nosebleeds are seen
as brave — but period stains? Still a source of shame.

Global research shows the cost: 6 in 10 girls fear playing sport due to period stains.
3 in 4 have quit altogether.

 

Girls aren’t scared of stains — they’re scared of judgment. So they skip games,
avoid white kits, and stay silent.Yet the athletes they look up to play through every kind
of stain— including blood.

 

The problem isn’t stains. It’s stigma.
And the only way to break it is to talk about it.

That’s why we launched Every Stain is Part of the Game with Arsenal Women
— a campaign using real voices to show period stains as what they truly are:
proof of participation, not shame. A part of sport, not a reason to leave it.

With over 40 unique assets and more than 20 hours of content, the message traveled far
— from screens to stadiums, and even into schools. It sparked interviews, inspired murals,
and led to classroom workshops. Fans picked it up. Coaches brought it into their lessons.
Athletes shared it online.This time, the message didn’t just come from us—
it became a conversation carried by
the very people it was made for.