Pick of the Week: Hey Girls ‘pisses people off’ to fight period poverty
The ad was designed to invoke maximum anger and it works.
by Brittaney Kiefer
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Psychological study from adam&eveDDB and PRETTYBIRD director Margot Bowman follows a girl caught unprepared for her period at school
A psychological study is at the heart of a new campaign by Hey Girls, the social enterprise founded by Celia Hodson to tackle period poverty. The idea, created by adam&eveDDB, revolves around a film called ‘Seeing Red’ which has been carefully crafted to evoke anger that motivates positive action.
The proposed dictionary definition of period poverty , as shown in the film, is a lack of safe access to period products due to financial or social constraints. Period poverty affects 1 in 10 in the UK and surged in 2020 during the COVID pandemic. In fact, a survey by the charity Plan International UK showed that as many as one third of 14 to 21s in the UK struggled to access or afford period products during lockdown.
adam&eveDDB and director Margot Bowman worked with a psychology expert to make the intense advert for Hey Girls as infuriating as possible, to incite action.
A psychological study is at the heart of a campaign by Hey Girls, the social enterprise founded by Celia Hodson to tackle period poverty. The idea, created by Adam&eveDDB, revolves around a film called ‘Seeing Red’ which has been carefully crafted to evoke anger that motivates positive action.
Hey Girls releases ‘angriest film ever made’ to smash taboos around period poverty
The ad was created to invoke maximum anger among viewers and encourage them to take action against period poverty.
by Brittaney Kiefer
Free email bulletins