Social enterprise partners with Big Issue and adam&eveDDB to raise period poverty awareness
Hey Girls, adam&eveDDB and the Big Issue have united to launch a national campaign raising awareness of the extent of period poverty in the UK.
The hypothetical new brand is 'UNsanitary', given that a tenth of girls are forced to use unsanitary items instead of real sanitary products, due to the price of them. The 'UNsanitary' range includes toilet paper, socks and newspaper.
The UNsanitary range was created by adam&eveDDB, and encompasses real products, though not for sale, available at pop-ups in selected ASDA stores. At first glance, the range resembles authentic products, but shoppers then see they contain items representing some of the items people are often forced to use.
The brand launch, Hey Girls’ biggest campaign to date, is supported by a campaign in partnership with 3 Monkeys Zeno and Clear Channel.
Alongside this, the Big Issue has created a special edition including a 24-page mini-magazine about periods, poverty, and activism. The edition of the magazine, featuring the mini-magazine, is available from vendors from today (February 17th).
Celia Hodson, Founder of Hey Girls, said: “We created ‘UNsanitary’ to provoke awareness about the shocking extent of period poverty in the UK. 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.”