BODYFORM and The Self Esteem Team are joining forces to target teenage girls in deprived parts of the UK to smash period taboos and tackle the issue of period poverty.

Together, the two organisations want to reach up to 2,500 girls aged between 12 and 18 with free, bespoke classes that will tackle issues of body confidence and self-esteem, as well as taboos surrounding menstruation. Schools can apply to host the classes, which will start in September.

As part of the Hygiene Matters campaign, Bodyform has already committed to donate 200,000 packs of feminine hygiene products to HRH Prince of Wales’s charity In Kind Direct, which helps to ensure that everyone has access to life’s essentials. Bodyform will be distributed via the charity’s national network, including to schools.

More free packs of Bodyform will be given out at participating schools and information will be provided about how they can get ongoing access to feminine hygiene products through In Kind Direct.

A Bodyform survey recently revealed: 

  • 40% of British girls aged between 12 and 18 regard periods as dirty, shameful, embarrassing or disruptive to everyday life
  • 24% of women admit they feel uncomfortable buying feminine hygiene products
  • Only 20% of UK mums (and 7% of dads) have spoken to their daughters about periods
Traci Baxter, marketing manager for Bodyform, explained:
“Periods are a taboo subject, but they are slowly and surely moving up the agenda. They are a part of a woman’s life and yet are stigmatised and not spoken about. We know this has an impact on young women.
“We were deeply moved when we learned that some girls in the UK were not going to school because they couldn’t afford sanitary protection and were putting items like socks in their underwear to help absorb their period blood. 
“We can’t tackle the issues associated with periods if we cannot talk about them. We need to break down the stigma and encourage young women not to be ashamed about their bodies. That’s why we are partnering with the brilliant Self Esteem Team with #aboutbloodytime, so we can start the conversation and break the silence around menstruation and other topics affecting teenage girls in the UK.”
Bodyform is now urging other feminine hygiene brands to follow its lead and launch initiatives to smash period taboos and fight period poverty.
The Self Esteem Team (SET), aka ‘The Charlie’s Angels of mental health’, has worked with over 70,000 teens in 300 schools to date. Bodyform will be funding the classes, which will be free to schools. Bodyform has also funded the production of four short films, which will be used as a teaching resource in classes.
SET travel the UK, working with teens on mental health, body image and self-esteem issues. Through their combined lived experience of depression, anxiety, eating disorders and self-harm, they understand first-hand the challenges the younger generation faces today.

The Self Esteem Team commented:

“Every human in the world is here today because of a menstrual cycle - so why the stigma? Social shame and period poverty are now so bad that some girls won't even go to school when they're bleeding.

“We’re excited to team up with Bodyform and target areas most at risk of ‘period poverty’. Girls risk not reaching their full potential if cumulatively they are missing several days every school year. With school budgets being constantly squeezed and PHSE often the first to go, we don’t want good quality wellbeing to be accessible only to kids in affluent areas.  It’s a right, not a privilege.”


James Williams, deputy chief executive of In Kind Direct, said:

“In Kind Direct is delighted to be working with Bodyform to help ensure girls from all backgrounds have access to feminine hygiene products. Schools that wish to register to receive products should visit our website, email us on This email address is being protected from spambots. You need JavaScript enabled to view it. or call us on 0300 30 20 200.” 


Schools which would like to host the classes can register their interest by emailing This email address is being protected from spambots. You need JavaScript enabled to view it.. There will be a limited number of classes and they will be offered on a first come, first served basis, with priority given to those schools in the UK’s most deprived areas. Downloadable teaching resources will be available to all schools that apply.




For additional information please contact:


Vanessa Munnings

Managing director

Myriad Public Relations

01353 669939

This email address is being protected from spambots. You need JavaScript enabled to view it.


Alex Rowe

Account director

Myriad Public Relations

01353 669939

This email address is being protected from spambots. You need JavaScript enabled to view it.


About Self Esteem Team:

In 2013, Nadia Mendoza, Natasha Devon, and Grace Barrett (Nadz, Tash and Grace) founded The Self-Esteem Team. Since then, they have been tirelessly touring UK schools educating young people aged between 8 and 18, as well as their teachers and parents, on mental health, body image and exam stress. In 2014, they were given a government-affiliated award for their services to education. They are currently expanding their team to become a 'one-stop shop for PSHE' and provide schools with a pool of speakers to deliver content from pornography to bullying to masculinity. Visit:

About Bodyform

Bodyform is one of the UK’s leading feminine care brands. Bodyform is committed to helping women be their best self every day. That's why every product they create is designed to help stop women holding back. Towels that offer triple protection from leaks; uniquely shaped liners that fit the body's curves; products that actively care for the intimate area. Its products have been designed to give women the confidence they need in their social and intimate lives every day. Live it. Live Fearless. For more information, visit 

About SCA

SCA is a leading global hygiene and forest products company. The Group develops and produces sustainable personal care, tissue and forest products. Sales are conducted in about 100 countries under many strong brands, including the leading global brands TENA and Tork, and regional brands, such as Libero, Libresse, Lotus, Nosotras, Saba, Tempo, Vinda and Zewa. As Europe’s largest private forest owner, SCA places considerable emphasis on sustainable forest management. The Group has about 44,000 employees. Sales in 2015 amounted to approximately SEK 115bn (EUR 12.3bn). SCA was founded in 1929, has its headquarters in Stockholm, Sweden, and is listed on NASDAQ OMX Stockholm. In the UK and Republic of Ireland, SCA Hygiene Products has around 1,500 employees across nine sites, including six tissue production mills. Its regional brands include Bodyform, Cushelle, Velvet and Plenty. Some 65% of Great British households bought SCA branded products in 2015 (Kantar Worldpanel Market Research). For more information, visit   

About In Kind Direct

In Kind Direct distributes new consumer products donated by some of the UK’s best known retailers and manufacturers to charities working in the UK and abroad. In Kind Direct is a one-stop solution providing the infrastructure to accept large quantities of goods and then store, sorts and deliver them directly to charities and not-for-profit organisations in its network. To date, In Kind Direct has made a powerful impact on communities through the distribution of £170 million worth of surplus goods from 1,000 companies to 8,300 charities. In Kind Direct is a registered charity founded by HRH The Prince of Wales in 1996. More information available on the In Kind Direct website: