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How Femfresh is “breaking barriers and challenging taboos” through its latest campaign with West Ham United Women

Sophie Smith
02 July 2024

Intimate hygiene brand Femfresh has launched a new campaign as part of its ongoing partnership with West Ham United Women.

Since becoming the team's Official Feminine Hygiene Partner in February this year, Femfresh and West Ham United Women's have been "making strides" to demonstrate their shared commitment.

The collaboration attempts to unite the passion and skill of the women's team with the expertise of Femfresh, which has been educating on the importance of intimate care and health since 1968.

It focuses on breaking barriers and challenging taboos, aligning with the brand's mission to destigmatise and educate about women's intimate health, while boosting its relevance within women's football.

By normalising these discussions, Femfresh strives to "create a supportive environment where women can prioritise their health without hesitation, promoting confidence and self-care". The new video campaign further underscores this commitment.

Sonila Troka, Marketing Director at Femfresh, said: "The partnership between Femfresh and West Ham United Women is a powerful alliance that shows our unified mission.

"Like the exceptional athletes of the West Ham women’s team, Femfresh empowers women to look after their health with pride. We are thrilled to be working with the club this year and look forward to uniting to foster powerful and vital conversations on the importance of intimate care and health.

"This exciting partnership further solidifies our dedication to educating and empowering women from all life stages about the importance of intimate care, which not only promotes physical well-being but also nurtures mental health by fostering confidence, self-care, and a sense of wellbeing."

Rebecca Rowley, Head of Partnerships at West Ham United, added: "The rise of women’s football allows us to tell untold stories and highlight different social issues with our commercial partnerships.

"By partnering with Femfresh, we aim to examine the connection between fitness and intimate hygiene, sparking a conversation that we hope resonates far beyond the pitch."

Following the new campaign from Femfresh and West Ham United Women, the partnership will continue to introduce joint community initiatives and engagement activities to promote the importance of women’s health and wellbeing amongst fans and the wider community.

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