A new BBC Storyworks film brings to life Dirt Is Good (Persil) and Arsenal’s award-winning campaign “Every Stain Should be Part of the Game".
The new film, featuring Arsenal players Alessia Russo, Emily Fox and Lotte Wubben-Moy, follows the journey of a young person navigating the barriers that period stigma can create in sport.
Alongside exploring the real experiences many young people face and the impact stigma can have on their confidence, participation and sense of belonging, the film features support from Arsenal legend and Dirt Is Good ambassador Ian Wright as part of the campaign’s mission to challenge period stigma in sport.
The film forms part of Arsenal and Dirt Is Good’s wider campaign, Every Stain Should Be Part of the Game, which began in 2025 and has previously featured Leah Williamson and captain, Kim Little.
The campaign has helped to normalise conversations around periods and build greater confidence in sport by challenging a powerful double standard: when an athlete plays through injury, their bloodstain is often seen as a mark of resilience, yet when that blood is period blood, many young people still experience embarrassment and anxiety.
Born from the insight that 6 in 10 girls fear playing sport because of period leaks (Youth Sport Trust, 2024), Every Stain Should be Part of the Game continues to challenge this stigma and encourage greater understanding. The new film reinforces the importance of creating sporting environments where everyone feels welcome and able to stay in the game. The message at the heart of the campaign remains simple: Blood is blood.
Alongside Arsenal, Dirt Is Good continues to support initiatives that help create more inclusive sporting environments for young people. Through education programmes, community workshops and awareness campaigns, the partnership is helping coaches, parents, teachers and teammates better understand the challenges associated with periods and provide meaningful support with confidence and empathy.
Saffron Inkster, Masterbrand and Partnerships director at Dirt Is Good said: “Every stain tells a story of determination and passion. For decades, Dirt Is Good has reframed the conversation around dirt, believing that getting dirty is a crucial part of any journey. Together with Arsenal FC & Arsenal in the Community, we're proud to challenge the double standard that can push girls prematurely away from sports they love. We believe everyone should feel empowered and confident to stay in the game without fear or shame."
Freddie Hudson, Director of Arsenal in the Community, said: “Creating a sense of belonging is core to who we are. We believe every young person deserves the opportunity to play sport and reach their potential, regardless of the barriers they face. We know that period stigma continues to prevent too many girls from participating in sport, which is why campaigns like this are so important.
Through our partnerships with organisations like Dirt Is Good, we're able to create safe, inclusive environments in our community where young people feel supported, build confidence and stay connected to the game they love. Together, we can create lasting opportunities that help more young people thrive."
The BBC Game On film was produced for Dirt Is Good by BBC StoryWorks Commercial Productions as part of the Game On series.
Watch the full film to discover how education, open dialogue and practical support can help tackle stigma and keep more young people participating in sport.
For more information about the series, visit www.gameonseries.com from 14 July 2026.
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