1 of 2 girls in Europe quit sports when reaching puberty. The objective of the campaign is to inspire young girls to stay in sports throughout their teens and contribute to end gender discrimination in general, and sport period stigma in particular. This will be done with the help of one of the most progressive sports teams in the world, the Turkish women’s national volleyball team.

Young girls are repeatedly being told that periods and sports are a bad fit, causing them to quit when reaching puberty.

For the summer Olympics in Paris 2024, our campaign idea is to redesign the Olympic kit for the Turkish women’s national volleyball team with a bleed-through imitation stain between the legs. The kit will be revealed during the first game of the Olympics, which allows us to inject the message in the already existing media coverage.

On the players social channels, they will continue to inspire other athletes to stain their kits and join the movement, creating a world wide trend and broad normalization of periods in sports. The idea lays the foundation for a debate on how to contribute to end gender discrimination in sports. Ultimately, the campaign has potential to live on long after the Olympics is finished and keep inspiring young girls to stay in sports even after reaching puberty.