Social enterprise Hey Girls UK has printed a DIY sanitary towel in this morning’s newspapers to highlight the grim options available to young girls who cannot afford sanitary items.
The double-sided ad has been designed to capture the attention of readers with a cut-out outline of a sanitary towel, with ‘fold’ printed on its wings.
Those that turn the page, however, are presented with a stark fact: ‘One in 10 girls in the UK can’t afford sanitary products. Every month they’re forced to use loo roll, socks, or even a newspaper.’
The copy also features a call to action – for every box of Hey Girls sanitary towels purchased, the organisation donates a pack to girls in period poverty.
Client: Celia Hodson
Chief Creative Officer: Richard Brim
Deputy ECDs: Ant Nelson, Mike Sutherland
Copywriter: Sali Horsey
Art director: Zoe Nash
Design: King Henry Design
Designer, King Henry Design: Santi Rey
Artwork, King Henry Design: Emma Vincent-Pagden
Agency Producer: Nickie Dixon
Planner: Milla McPhee
Managing Partner: Charlotte Cook
Account Managers: Kathryn Gooding, Katie Briefel
Media Agency: 7Stars
Managing Partner, 7stars: Liam Mullins
Media Planner, 7stars: Isaac Atite
Sampling Agency: Pod Staffing