Last week, we launched our latest campaign ‘Hiding in Plain Sight’ in Manchester and Birmingham to raise awareness about hygiene poverty.
The outdoors ads, designed by Acne and displayed by Ocean Outdoor, expose the silent crisis hygiene poverty is, with 4.2 million adults in the UK not being able to afford basics like toothpaste, deodorant, shampoo, laundry detergent or tampons.
The Ocean Outdoor technology uses interactive screens to draw people in, and they then discover the shocking truth about the characters; they are living in hygiene poverty and cannot fully participate in society because they cannot afford basic hygiene items. The ads prompt people to pop by the nearest Boots store, purchase a basic hygiene item and donate it to The Hygiene Bank using the donation points in-store.
The ‘Hiding in Plain Sight’ campaign was selected winner during the 2023 Ocean Outdoor Digital Creative Competition and has been possible thanks to the collaboration between Acne, Ocean Outdoor, Boots and The Hygiene Bank.
Ruth Brock, CEO at The Hygiene Bank says: ‘With 4.2 million adults in the UK not being able to afford basics like toothbrushes, deodorant or shampoo, it is clear that hygiene poverty is hiding in plain sight in our society. We all deserve to go about our days with the dignity and wellbeing that comes with feeling clean. This campaign not only raises awareness about a hidden crisis often overlooked, but brings hope to those pulled into hygiene poverty. Thanks to the support of Boots, Ocean Outdoor and Acne, we will be able to make a difference to those in need.’
