Mia Powell
New Business Lead at Crispin Porter Bogusky
London, Großbritannien
TitelSeeing Red
Agentur
Kampagne Seeing Red
Werbende Hey Girls
Marke Hey Girls
Datum der ersten Ausstrahlung/Veröffentlichung 2021 / 5
Geschäftsbereich Karitative, Ehrenamtliche Organisationen
Philosophie A psychological study is at the heart of a new campaign by Hey Girls, the social enterprise founded by Celia Hodson to tackle period poverty. The idea, created by adam&eveDDB, revolves around a film called ‘Seeing Red’ which has been carefully crafted to evoke anger that motivates positive action.

The proposed dictionary definition of period poverty*, as shown in the film, is a lack of safe access to period products due to financial or social constraints. Period poverty affects 1 in 10 in the UK and surged in 2020 during the COVID pandemic. In fact, a survey by the charity Plan International UK showed that as many as one third of 14 to 21s in the UK struggled to access or afford period products during lockdown.

The ‘Seeing Red’ film, produced by Prettybird and directed by Margot Bowman, depicts the anguish of a girl caught unprepared at school when her period starts, brought arrestingly – and graphically – to life. In it, an array of techniques are used to evoke anger – all informed by psychological insight by Dr Philip Gable, Associate Professor of Psychological and Brain Sciences at the University of Delaware.

Conceived by adam&eveDDB, the idea came from the insight that despite its negative connotations, anger is one of the most motivating human emotions. The aim was to harness anger to encourage positive action – in this case, to remove the injustice of period poverty.

Psychological insights were used throughout the film’s development and production. From its narrative arc and character depictions, to the soundtrack, pace and use of colour, a range of elements were specifically devised to evoke anger and motivate action.

Variations of the film were tested before release. The results were then used to optimise the final edit to maximise the motivating form of anger and action that was intended. On average, watching the film made participants feel over 3 times angrier, results showed. Further, the more intense they found the film and the angrier they were, the stronger their desire to take action and buy Hey Girls products.

Dr Gable was closely involved at every step throughout the initiative’s evolution to ensure that the audience’s anger was evoked and then harnessed in an ethical and responsible way.

Hey Girls’ aim for the campaign is twofold: to get everyone in 2021 ‘Seeing Red’, heightening awareness of UK period poverty; and to encourage action to combat period poverty by buying Hey Girls period products. With its buy-one-give-one structure Hey Girls gives away a comparable product to those in need for each one of its products bought. This is reflected in the call to action at the end of the film: ‘End Period Poverty. You buy one. We give one’.

The film ‘Seeing Red’ launches online on May 5th. Its soundtrack, ‘Grovelling Warts’, was composed by Esther Joy Lane and will be released as a single on the same day.

In partnership with the7stars, media includes digital, social, print and other channels to come over the coming weeks, all touchpoints specifically designed to either elicit the same form of motivating anger, or to direct to the film to do the same. The print, which will launch subsequently, features anonymous, real quotes about negative reactions to period poverty to elicit anger. The call to action is the same. A specifically designed campaign page on Hey Girls’ website will house the film, information about period products and crucially, the opportunity to purchase or donate.

The campaign is supported by W Communications, which is managing consumer PR and has engaged influencers to share the film so that we can make sure the issue is seen and felt by as many people as possible.

Ultimately, everyone is encouraged to share the film with the hashtag #SeeingRed and to themselves help end period poverty by making the switch to Hey Girls products, or for those that do not need period products themselves, donating via their website.
Medientyp Interaktiv
Länge
Medienagentur
Audio-Postproduktion
Founder & CEO
Werbeleiter
Werbeleiter
Werbeleiter
Chief Creative Officer
Global Creative Director
Texter
Art Director
Creative Teammitglied
Creative Teammitglied
Agency Producer
Agency Producer
Leiter Strategie
Planungsleiter
Planner
Senior Project Manager
Social Director
Joint CEO
Joint CEO
Geschäftsführender Teilhaber
Etatdirektor
Kundenbetreuer
Legal Team
Legal Team
Legal Team
Designer
Designer
Social Motion Graphics Editor
Social Post Producer
Social Post Producer
Cutter
Produzent Post-Produktion
Design Studio
Geschäftsführender Teilhaber
Client Lead
Head of Insight
Etatdirektor
Direktor Digital
Digital Executive
Trading Director
Produktionsfirma
Founder Executive Producer
Head of Business Affairs
Regisseur
Produzent
Produktionsmanager
Still photographer
Redaktionsbüro
Post-Produktion
Audio-Postproduktion
Audio-Postproduktion
PR Agency
PR Creative Director
PR Strategy Director
PR Associate Director
PR Senior Account Director
PR Senior Account Manager
PR Account Manager

An diesem Projekt beteiligte Leute

Könnte Ihnen auch gefallen...

Im Trend

Ein kostenloses Talentprofil erstellen Mitglied von AdForum werden

Los geht's