For every girl

At Aphra, we believe in the power of storytelling to spark cultural change. For this campaign with Unilever’s Dirt Is Good, we were proud to lead the creative development and execution of a bold, emotive film tackling period stigma in sport – “For Every Girl”. Brought to life by an all-female crew, the project blends powerful visuals and spoken word poetry to deliver a message that is as necessary as it is unforgettable.

Objective

To create a powerful, emotive short film that expands on Unilever’s Dirt Is Good – Every Stain Should be Part of the Game campaign, challenging stigma around periods and girl’s participation in sport. The goal was to build cultural relevance and emotional resonance, encouraging conversation and visibility around period shame while showcasing football as a space for freedom and self-expression.

Strategy

Working closely with the Dirt is Good, Persil brand team at Unilever, Aphra led the creative development of a short-form video that delivers a bold and sensitive message: no girl should be benched by her body. Commissioning an expert team, including Mill Road – an incredibly talented production studio - we were able to capture authentic gameplay among real girls from Arsenal’s Community Hub – reinforcing the importance of sport in girls’ lives and the need for inclusive, stigma-free environments.

An emotive and bespoke spoken word poem, written by Grace Carter and narrated by spoken word poet, Karlenna Burchell, was produced to sit at the heart of the film, acting as an emotional thread that builds both rhythm and message across the visual narrative. The poem’s lyrical structure gives momentum and weight to the story, making the viewer feel the physicality, pressure, pride, and fear that can come with playing while on your period – particularly in a male-dominated sporting culture.

This video was crafted by an all-female crew – from creative direction and production to casting, sound, and camera – a deliberate decision to bring authenticity, sensitivity, and perspective to a story grounded in female experience.