Non-profit organisation The Hygiene Bank is using digital out-of-home technology to raise awareness of hygiene poverty in the UK, highlighting the fact it impacts 4.2 million people.
It comes as part of an initiative which can support with donations inside Boots stores.
Created by creative agency Acne and debuting on 7 August in Manchester, and entitled ‘Hidden In Plain Sight’ the campaign uses bright and cheerful opening frames to draw people in before engaging them with the shocking statistic, driving them to donate to The Hygiene Bank.
Using out-of-home firm Ocean Outdoor’s Loop Out network, it will feature large-format OOH advertising for three weeks in key locations including Birmingham’s Smallbrook Queensway and Union Street and Manchester’s Moseley Street and King Street.
“It was a privilege to help such a worthy charity in The Hygiene Bank get their message out to the world. To get to do it with amazing creative delivered through cutting-edge outdoor tech, was an unbelievable experience,” said Acne creative director James Ranson.
Subscribe to Marketing Beat for free
Sign up here to get the latest news sent straight to your inbox each morning
The campaign was selected by Ocean Outdoor last year as part of its Digital Creative Competition. Entries for this year’s competition are open until Friday 23 August.
The OOH firm also supports sustainability led campaigns, donating 2% of its revenue annually to environmentally driven campaigns.
The Hygiene Bank CEO Ruth Brock added: “With 4.2 million adults in the UK not being able to afford basics like toothbrushes, deodorant and shampoo, it’s 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,” she continued.
“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 Ocean Outdoor and Acne we will be able to make a difference to those in need.”