>Soap by JDO Brand Design & Innovation

Tis’ the season to care for our fellow man – and after the year we’ve all had, this is more important than ever. That’s why this Christmas, JDO is using its creativity as a force for good to shine a light on hygiene poverty.

As the pandemic took its toll across the nation and the world, many of us were swept into poverty. The numbers are simply staggering - over 14 million people in the UK, including more than a quarter of children, are suffering from scarcity. Too many have been forced to prioritise how they spend their limited funds and, which means making the difficult choice to go without basic hygiene essentials. Being caught in a situation like this can have a long-lasting negative impact on peoples’ wellbeing and on society as a whole.

Inspired by the belief that hygiene poverty is a problem that we can tackle together, JDO has created a personal care concept called ‘>Soap’ - an ethically-sourced soap brand that illustrates how, as a society, we are greater than hygiene poverty. >Soap advocates change through community, cleanliness and compassion.

This Christmas, JDO will be donating its 2020 Christmas fund to The Hygiene Bank here in the UK as well as The Right to Shower in the US – but this is just the beginning of their commitment to empower and unite people to fight hygiene poverty. Not only is the agency looking to produce >Soap, but JDO hopes to collaborate with influencers within the creative industry to raise awareness of the cause throughout 2021 and beyond.