Introducing Not On Our Pitch

The tampon up the sleeve. The cough to cover a crinkling wrapper. The whispered ‘have you got a spare…you know?’ Period shame teaches menstruators to hide something half the population experiences every month.

According to the Youth Sport Trust, periods are the single biggest barrier to sport for teenage girls (up to 52%). Every hidden product or whispered phrase reinforces the stigma.

To tackle period shame, Chelsea FC Women and Here We Flo, the period care brand which is CFCW's back of short partner, are launching year two of our partnership with a new campaign, Not On Our Pitch, giving the 'pink card' to period shame in football and beyond.

Giulia Mazzia, Chelsea FC Women's Chief Revenue Officer, said: 'As a club, we are committed to using our platform to drive conversations that matter, and tackling period shame is one of them. Through our partnership with Here We Flo, we want to challenge the stigma that still surrounds menstruation, confront uncomfortable truths and encourage more open, honest conversations.

'This partnership goes far beyond visibility on our players' shorts. It reflects how we show up every day as a club, using our voice to help create a future where the next generation no longer carries the burden of period shame. We are grateful to Here We Flo for sharing that ambition and helping us drive meaningful change.'

Susan Allen-Augustin, co-founder, Here We Flo, added: ‘Last season, We Don’t Bleed Blue achieved 1.6 billion in global press reach. This year, we’re going further, calling out the behaviours that let period shame thrive, on and off the pitch. With Chelsea FC Women now at home at Stamford Bridge, it is the perfect moment to set new standards for the game and beyond.’

How it works

A red card sends a player off the pitch, but a pink card sends off period shame. Behaviours like hiding a tampon up your sleeve, whispering about your period, or replying on euphemisms 'like time of the month' no longer have a place in the game.

Here We Flo and Chelsea Women Players will address period shame on social media, stadium screens and matchday programmes, tackling myths alongside gynaecologists.

Just as referees send off foul play, players and fans can use the Flo Pink Card to call out period shame habits whenever they spot it.