We encouraged people to cheer through the bleed.

With Bonds’ mission of making the uncomfortable comfortable for everybody, we set out to show people that you don’t have to follow the conventional rules around periods. It’s your period on your terms.

Introducing the Cheer Bleeders. The ‘Cheer Bleeders’ are a specially created cheer team dedicated to normalise the conversation around periods and make all Australians who menstruate feel more empowered before, after and during their period.

Wearing Bloody Comfy Period Undies, the Cheer Bleeders cheer about different aspects of periods using the tagline ‘Cheer through the Bleed’. The cheers are raw, humorous and bloody honest and aim to change the uncomfortable experience many Australians still feel when getting their period.