A brand new movie needs to upset folks concerning the poverty in time
The lack of access to historical products known as period poverty has come more into focus in the UK. Last year Scotland became the first country in the world to offer contemporary products for free to anyone who needs them, and the UK abolished the “tampon tax” in January. However, the picture remains grim at the national and global levels, especially given the pandemic that has led to an increase in the number of women and girls affected.
According to social enterprise Hey Girls, the percentage of women and girls in the UK who experience period poverty has increased from 10% to one in three. With schools and community centers – which often have free products available – close at different stages of lockdown, a service has been set up instead to deliver products to people's homes.
Hey Girls has now started a campaign by adam & eveDDB, which aims to draw attention to the topic and the "buy one, give one" model, in which every time products from the Hey Girls era are bought, the equivalent will be distributed for free to someone in need.
The campaign revolves around a film by Margot Bowman called "Seeing Red", which follows the experiences of several characters with inadequate or no products.
The film aims to make people angry through a combination of frustrating scenes and intense editing, colors and music. This tactic was underpinned by testing various edits of the film with viewers before it was released, finding that participants were more likely to take action when the film is more intense and making them angrier.
“What made this project so unique is that the idea forced us to work in a completely new way. Every creative decision was measured by a question: will it upset people? We had to listen to science, ”said Laura Rogers, global creative director of adam & eveDDB. “This sometimes brought us into conflict with our instincts to refine and refine. But when it felt uncomfortable, we knew we were on the right track. "
The campaign film is accompanied by a print version containing anonymous quotes from real people who pass on negative reactions to the poverty of the time in order to cause even more anger.
Credits:
Agency: adam & eveDDB
CCO: Richard Brim
Global Creative Director: Laura Rogers
Creative: Miles Carter; Helen Balls
Production company: Prettybird
Directed by Margot Bowman