One in ten girls in the UK can't afford sanitary products, so every month have to make their own D.I.Y. pads out of loo roll, socks or even newspaper.
Hey Girls is a social enterprise company who are trying to solve period poverty with buy one give one boxes of sanitary towels, and they wanted to bring this fact home to people in a hard hitting campaign.
They and advertising agency adamandeveDDB created 'The Pad Ad', a newspaper advert which could be cut out and used as a D.I.Y. sanitary pad to visualise that this is exactly how girls are having to improvise every month.
It ran in the Metro newspaper as a double sided advert, with the make your own sanitary pad on the first page and the fact revealed on the reverse side when you turn the page.
Creative Director:Richard Brim
Art Director:Zoe Nash