'Blood, Sweat & Tears' is a campaign in collaboration with Asics that raises awareness and educates active females, and their associations, on the Female Athlete Triad (a combination of 3 interrelated conditions that come with over-training).
The Female Athlete Triad is a combination of 3 conditions that can affect up to 50% active females: a decrease in energy (through overtraining/undereating), menstrual disturbances & poor bone health. The worst outcome being irreversible osteoporosis. Emphasis on having period as a runner is one of the key points of the campaign, as this is the body’s way of warning you. The women featured have been through this, Bobby Clay is my age, and got osteoporosis at the age of 20.
Being a runner myself, I have been through the F.A.T. It was this, and hearing Bobbys story that sparked me to start this project. I aim to bridge the gap between active females and their associates when it comes to training mentality and menstruation.I paired with Asics as their brand values focus on training mentality, ‘a healthy mind is a healthy body’. This can be a touchy subject as well as the taboo of periods. This is combated using bold and imperative copy that ‘does the talking’.
