Always – End Period Poverty

BACKGROUND

ON were approached by Always to help maximise broadcast exposure of their #EndPeriodPoverty campaign. We were tasked with raising awareness of the extent of period poverty in the UK, utilising the shocking statistic that the issue was causing over 137,000 girls to miss school every year.

OUR THINKING

With Alesha Dixon on board as a campaign ambassador, we knew she would be in demand for interview. Our focus was to ensure quality interviews were undertaken with some of the biggest TV and Radio stations in the UK. We ensured that all key messaging was prominent and delivered far and wide across the nation to maximise exposure of the issue.

RESULTS

The campaign reached an audience of over 110 million people.

With coverage including BBC 2’s Victoria Derbyshire, ITV’s Lorraine, Sky News, Channel 5 News, BBC Radio 1, BBC Radio 5 Live, Heart Radio, Magic Radio, LBC Radio and Heat Radio amongst others.

We also filmed an exclusive follow-up documentary with ITV’s Lorraine as Alesha’s first interview on the programme about period poverty caused a record-number of social interactions after broadcast.