ModiBodi’s Anti-Leak Period Swimwear is a staggering piece of innovation, yet age old myths and misconceptions were preventing people from trying it.

Research told us 45% of women and menstruators still fear swimming on the periods, but it went deeper than just worrying about efficacy of the product.

Every time we posted about the product on ModiBodi’s social channels, we would constantly get questions about sharks. We decided to tackle the issue head on.

A simple yet disruptive product demonstration. Wearing Modibodi Anti-Leak Period Swimwear Freediver and marine biologist Brinkley Davis swam with 5-metre tiger sharks whilst on her cycle.

In a single act we shut down the myth that sharks can detect period blood and packed meaning into our new brand platform Fear Not.