When thinking about period poverty, we immediately imagine poor girls living in Third World countries. It is true, this phenomenon affects mostly ladies in such states. In South Africa, for example, girls are forced to skip school for days during this time of the month, only because they don’t afford to buy sanitary pads. So they have to adapt: Instead, they are forced to reach out for leaves, newspapers, and even sand to protect themselves from having a very unpleasant experience. Here, sanitary pads and tampons are considered a luxury.
Surprisingly, sanitary pads are not opulence only in this part of the world. In Germany, for example, such hygiene products are labeled as “luxury goods.” These items, which should be indelible in any woman’s bag, are subject to a luxury tax of 19%, whereas another common object, such as a book, is only taxed at 7%. So, it is only fair to ask ourselves: where does justice stand?
If the government can’t make justice for all of these girls, there are brands that are willing to do so. Social enterprise Hey Girls and adam&eveDDB agency are one of those entities that want to end period poverty — much to your surprise — in the UK. To do so, the duo came up with “UNsanitary,” a campaign that aims to raise awareness about period poverty. The campaign’s centerpiece is represented by a box of pads that are made of unsanitary items one in ten UK girls are forced to use due to period poverty.
At first glance, these “pads” seem like being authentic products that follow the normal category cues. However, when one looks closer, they are surprised with other items — products that girls are often forced to use – socks, newspaper, and loo roll. The “UNsanitary” products were launched in selected ASDA stores on shelf and at pop-ups on Saturday 15th February. Contrary to one’s beliefs, the items were not for sale.
The UNsanitary brand, Hey Girls’ biggest campaign to date, is being supported by a consumer campaign in partnership with Clear Channel and 3 Monkeys Zeno. The latter worked with some of its partners, Markettiers, Run Ragged, and Opinium, to create a full PR launch plan.
The scheme comprised of influencer social media support from people such as Georgie Swallow and Sheri Scott, broadcast, and full media announcement. Plus, by collaboration with Clear Channel, the campaign will be displayed across full-motion digital advertising screens in shopping malls nationwide and on their Storm site in London. Furthermore, to help drive awareness, The Big Issue developed a supporting special edition, including a 24-page special mini-magazine about periods, menstrual products, poverty, activism, and the environment. Each item sold comes with a surprise for someone in need.
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.”
Let’s help Hey Girls spread the word and support it in its mission to take care of poor girls over the world, not just from the UK.