The campaign centred around a new sanitary pad brand called ‘UNsanitary’, so named as 1 in 10 girls and young women are regularly forced to use unsanitary items in place of real sanitary products, because they cannot afford it.
The UNsanitary range, created by adam&eveDDB, encompassed real products, that were available on shelf and at pop-ups in selected ASDA stores on Saturday 15th February. At first glance, the UNsanitary range resembled authentic products that follow the normal category cues. However, on closer inspection, shoppers saw that they contain items representing some of the real unsanitary items girls are often forced to use - socks, newspaper, and loo roll. The products were not actually for sale.
The campaign - Hey Girls’ biggest to date - comprised social media influencer content, extensive PR activity, and a special edition of The Big Issue focused entirely on period poverty, on sale from the 17th February.
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.”