Every child has the right to feel good

Client: Boots, The Hygiene Bank - Reach & Mediacom

Child hygiene poverty is the hidden emergency behind the cost of living crisis; according to Boots research carried out in 2022, a staggering 97% of teachers are seeing children struggling to access basic hygiene products such as shampoo, toothpaste and deodorant. Imagine the tough choices some of the 14 million parents in poverty face: how do you prioritise between eating, heating and hygiene? Since 2019, Boots and The Hygiene Bank have worked together to provide essential hygiene products to those living in poverty. With the issue only worsening through 2022, this campaign used our trusted media at scale to create mass awareness, and to ultimately drive donations in Boots stores.