Boody launches creative campaign highlighting underwear discomfort

It’s estimated that women spend a cumulative 27 years experiencing discomfort from underwear that digs, rubs, and leaves deep impressions on the skin. Offering their organic bamboo-based products as a solution, the B Corp certified brand is confronting this silent burden.

‘The best impression your underwear can make, is no impression at all,’ reads the slogan of a creative new campaign currently running across outdoor billboards, buses, and social media in Australia.

Debuted by independent advertising agency The Hallway and Boody – a B Corp certified underwear brand, a 1 per cent for the Planet participant, and manufacturer of products from Forest Stewardship Council-certified bamboo – ‘Make Yourself Comfortable’ (as it’s aptly called) is seeking to highlight the silent discomfort from ill-fitting underwear that most women endure on a daily basis.

Featuring striking images shot by Hannah Scott-Stevenson of a diverse series of naked models displaying the unmistakable marks left by bras that dig, rub, and leave deep impressions on the skin, head of marketing Ruth Haffenden explains that the idea for the campaign came to her after recent revelations on the prevalence of this issue.

In total, it’s estimated that women spend a cumulative 27 years experiencing discomfort from underwear, 30 per cent say this impacts their mood, and 50 per cent remove their bras the moment they get home.

‘Whilst it may seem counterintuitive to highlight the discomfort so many women face each day, these uncomfortable truths required a bold statement to drive meaningful reappraisal of something we have learned to live with for decades, as “the best we’ll get”,’ says Haffenden.

‘Alongside our continued, passionate commitment to ethical and sustainable production, it really is time to demand more from your underwear drawer.’

Offering its organically grown, bamboo fabrication as the solution, Boody puts its exponential growth down to the level of comfort their products offer.

Additionally, the eco-friendly brand reduces fabric waste through the seamless garment design and does not use pesticides or fertilisers to grow its bamboo.

‘We applaud Ruth and her team at Boody for backing this campaign with so much passion and trust,’ said Jessica Thompson, creative director of The Hallway, in a statement.

‘We know we aren’t alone in our frustration with bras that pinch and knickers that irritate, leaving us branded with our discomfort at the end of the day. It’s been a great pleasure to collaborate with Boody on calling out this ubiquitous experience and presenting women with a very comfy answer.’