not always
In 2021 adam&eveDDB released a brief to raise awareness around period poverty. Working with Obinna Udekwereze, to develop a campaign, our work was one of two winning submissions, earning us a placement at the agency.
1 in 10 women and girls in the UK cannot afford sanitary products.
This isn’t common knowledge.
Most women in the UK can afford them, but…
NOT ALWAYS
Starting with an OOH campaign we’ll challenge commonly accepted statements about periods with the rebuttal #NotAlways.
We’d then release limited edition packs in supermarkets with the #NotAlways branding.
With every pack sold Always will donate another pack to schools and partner charities.
But that’s not all…
In collaboration with period tracker app, Clue we’ll put up digital posters in malls displaying live data and an easy NFC donation point.
The interactive displays will show the number of women currently on their period and a proportional estimate of how many of those women would be experiencing period poverty. We’ll also include a real time value of how many packets of Always pads have been donated since the start of the campaign.
