THE BRIEF

DESTIGMATISING HYGIENE POVERTY

Founded in 1996 by the then Prince of Wales, now King Charles III, In Kind Direct is the charities' charity and its work has never been more crucial as demand for services totally outstripped supply. For the first time in the four years we'd worked with the charity, we needed to deliver a campaign which would encourage monetary donations from consumers as well as reach new potential charity partners.

Having discovered from In Kind Direct's network how hygiene poverty was a hidden - but growing - issue, we set out to raise awareness, smash stigma, and encourage people to donate money to IKD for the first time. Fresh consumer research and supporting case studies were launched to tie in with National Hygiene Week and pivotal to demonstrate the scale of the problem for national media with a call to action to use In Kind Direct’s new Text to Donate service or donate money via its JustGiving page.​

Supporting the research data, we created hard-hitting visual graphics for social media to show the gravity of the issue.​

With donations up x15 and 780 new charities signing up for help, this campaign proved life-changing for so many.​

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