21 percent of women report having refrained from playing due to menstruation. To raise awareness, we chose to intervene in one of football’s most familiar rituals, a moment when all eyes are on the team. During the starting eleven photo, a tradition embedded in the sport’s history, two players from the Swedish national team stepped out of the frame against England, turning the eleven into a starting nine. A simple yet powerful gesture, visualizing the two in eleven girls who leave the sport early due to stigma and lack of knowledge around menstruation.

The campaign generated widespread attention, reaching over 21 million people across 20 publications. The ad value exceeded 1.2 million SEK, with TV commentators highlighting the action live during the match. But more importantly, it brought national attention to Swedish Football Association’s initiative Every Day, helping spark conversation, increase understanding, and contribute to a more supportive environment where girls and women can play football on their own terms.