Insight: In 2023, 1 in 5 women in the UK cannot afford sanitary products so they use a newspaper, sock or t-shirt instead.
Strategy: We use the language of fashion to trigger a conversation about period poverty.
We partner with a store like H&M, Marks and Spencer or similar, and plant these products with regular white t-shirts, white pairs of socks and white towels.
We have a tag pinned to the red section of the products highlighting the problem.
We advertise these products on Instagram as shoppable pads linked to our online period bank. Here women can donate period products, swapping the socks and t-shirts some girls use to pads and tampons.
We can start a movement where if you (a restaurant, celebrity, an average joe) display mismatched red tissues, socks, shirts and other objects, you are standing up for our cause and raise awareness of this pressing issue.
