These fake sanitary products highlight 'period poverty'

Packaging created via Adam&Eve/DDB for organization Hey Girls contains items such as socks, newspaper and toilet tissue

Published On
Feb 18, 2020

Editor's Pick

A new campaign in the U.K. highlights so-called "period poverty" by placing items such as socks and tissues into packaging that looks like that for feminine hygiene brands. 

Social enterprise Hey Girls worked with agency Adam&Eve/DDB on the pop-up range, which is called "UNSanitary." It highlights the fact that one in 10 young women in the U.K. are regularly forced to use such unsanitary items in place of real sanitary products because they cannot afford it.

The products were displayed in Asda supermarkets in pop-up stores at the weekend, although they were not actually for sale. 

Also as part of the campaign, homeless charity magazine The Big Issue created a special mini-issue about periods, menstrual products, poverty, activism and the environment. HeyGirls also worked with PR agency 3 Monkeys Zeno on influencer content around the campaign, to be displayed across Clear Channel digital advertising screens in shopping malls.

All of the communication links through to the UNsanitary website, where there is more information about period poverty. “We created ‘UNsanitary’ to provoke awareness about the shocking extent of period poverty in the U.K.," said Celia Hodson, founder of Hey Girls in a statement. "Progress is being made, but we knew we needed to do something drastic for large numbers of people to take notice of what so many women and girls are going through. We hope the campaign will rally businesses and the government to instigate more radical changes."

Credits

Date
Feb 18, 2020
Client:
Hey Girls
Agency:
Adam & Eve/DDB
Chief Creative Officer:
Rick Brim
Executive Creative Director:
Ant Nelson
Executive Creative Director:
Mike Sutherland
Creative:
Zoe Nash
Creative:
Sali Horsey
Content Creative:
Helena Hamilton
Content Creative:
Francesca Jaconelli
Agency Producer:
Nicola Applegate
Agency Assistant Producer:
Jake Graham
Chief Strategy Officer:
Martin Beverley
Head of Planning:
Milla McPhee
CEO:
Mat Goff
Managing Partner:
Charlotte Cook
Account Director:
Kathryn Gooding
Account Executive:
Jemima St Aubyn
Head of Design:
Alex Fairman
Designer:
Mitch Gibbons
Artworker:
Sam Stabler
Retouching:
Dan Jackson
Retouching:
Mark Henry
Retouching:
Charlie Townsend
Motion Designer:
Edward Christie
Motion Designer:
Tom Lockwood
Motion Designer:
Hashir Khan
Head of Delivery:
Brett Kelsey
Media Agency:
Clear Channel
PR Agency:
3 Monkeys Zeno
Production Company:
Twenty Twenty
Producer:
Frede Spencer
Director:
Em Cole
Editing Company:
Cain&Abel
Editor:
Betty Lishmund
Editor:
James Ireland
Editor:
Ben Infantino
Post Production:
Tom Lockwood
Post Production:
Jamie Wathen
Post Production:
Nicola Shanks
Post Production:
Aleksandra Bulkowska
Post Production:
Greda Aleksandraviciute
Colorist:
Ben Infantino
Photographer:
Em Cole
Photographic Agent:
Twenty Twenty
Retouching:
Dan Jackson
Retouching:
Mark Henry
Retouching:
Charlie Townsend

Need a credit fix? Contact the Creativity Editors

Industry
Project Type