New campaign Help Her Play launches as research finds almost two in three girls in Australia surveyed have missed sport training because of their period.
What did you achieve on the sporting field while you bled?
Olympic gold medallist Libby Trickett, Australian netballers Kiera Austin & Amy Parmenter, Olympian Chloe Dalton/Female Athlete Project, podcaster Georgie Trickett and other Australian athletes & women in sports are getting behind a new campaign by The Cova Project.
Each athlete finishes the same sentence: "While I Bled, I…"
They are speaking openly about something women have long been expected to keep quiet: playing, competing and winning on their period.
Now they're inviting other women to tell theirs.
Libby Trickett said: "While I bled I trained to be an Olympic champion. The amount of times that I was worried about having a tampon string coming out of my togs, I can't even count. And that was really, especially in your teenage years, was so incredibly worrying to me, to the point that I actually went on oral contraceptives at a very young age to get rid of my periods.
"And that is something that I actually really regret. And that's why I'm behind this campaign, because I think we need education, we need to not fear it, we need to be able to support our young girls who are going through this very normal experience."
Help Her Play aims to kick-start a conversation around the barriers to participation for girls in sport. The fears around leaking onto your uniform. Tampon strings showing during swimming races. What girls need to participate freely and confidently.
At The Cova Project, they believe every girl deserves the chance to play, find her team and reach her full potential. Without access to period products, some girls miss those opportunities before they even step onto the court. For girls in communities where The Cova Project works, that can also mean missing school.
The practical response is simple: a menstrual cup, education about her body and someone to answer her questions and support her.
The Cova Project has already distributed 46,000 menstrual cups through local partners. In its Liberia programme, three-month follow-up data shows that 90 per cent of girls who previously missed school no longer did so, and 98 per cent reported increased confidence.
Geena Dunne, Founder and CEO of The Cova Project, said:
"It takes courage to talk publicly about something you've been taught to hide. These athletes are opening that conversation for the next girl walking onto a court or getting ready for a race.
"We want women to tell us what happened while they bled. What did you achieve in spite of your period? What weren't you able to achieve? How can we change this for the next generation?
"Every girl deserves to find her team, keep playing and build the future she wants. Having her period shouldn't take those choices away.
"For $25, we can provide a girl with a cup, education and follow-up. The cup can last up to ten years. We've seen what that access makes possible, and we want more girls to have it."
The Cova Project aims to end period poverty for 100,000 girls over the next five years, beginning with significant expansion in Uganda. Funds raised through Help Her Play will support menstrual cups, locally led education and ongoing follow-up.
Core donors cover the organisation's running costs, so 100 per cent of public donations go to cups and project work.
Watch the campaign
Watch Libby Trickett's video
Watch netballers Amy Parmenter and Kiera Austin's video
How to get involved
Share your own "While I Bled…" story. Tag @thecovaproject and use #WhileIBled.
Donate $25 to provide a girl with a menstrual cup, education and follow-up at thecovaproject.com/helpherplay.
About The Cova Project
The Cova Project is an Australian charity that provides menstrual cups and menstrual health education to girls and women experiencing period poverty, so every girl can stay in school, know her body, and own her future. The Cova Project works in Uganda, Ghana, Liberia and Australia.
About the research
Federation University published the findings on 6 October 2025. The study, conducted with Swimming Victoria and Little Athletics Victoria, examined girls aged 10 to 16. The 62.8 per cent figure refers to girls surveyed, rather than all Australian girls.
Federation University media release
Available for interview
Geena Dunne, Founder and CEO, The Cova Project
Contact details:
Sebastian Parker
[email protected]
