ALWAYS – END PERIOD POVERTY

BACKGROUND

ON were asked help to maximise awareness of the latest phase of the End Period Poverty campaign by Always, supporting the latest research showing how the issue is becoming a barrier to young girls participating in sports and extracurricular activities.

OUR THINKING

Fresh off the back of the Women’s World Cup, we knew our ambassador Steph Houghton would be a major draw. With only seven interview slots on offer, the team were on a mission to secure only the biggest and best coverage to really make the most of our limited time with Steph. Accompanied by strong research showing that period poverty is still affecting many young girls, interviews understandably flew off the shelf and each item landed perfect key messaging.

RESULTS

The story reached a broadcast audience of almost 50 million listeners and viewers and an even larger audience thanks to an article we placed on BBC Sport Online. Our TV coverage included BBC Two’s Victoria Derbyshire, Sky News, CNN and BBC Sport. As well as talkSPORT and BBC Radio 5 Live and the Global Network in the North West who ran the story throughout their mid-morning shows.