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Psychological study from adam&eveDDB and PRETTYBIRD director Margot Bowman follows a girl caught unprepared for her period at school
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.
A psychological study is at the heart of a 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.
G7 Girls’ Education Declaration will be another empty promise unless UK aid cuts are reversed
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5 May 2021
Today the UK Government launched the G7 Girls’ Education Declaration outlining a series of global commitments on girls’ education for G7 leaders to sign up to, including new global targets to get 40 million more girls into school and 20 million more girls reading by the age of 10 in low and lower middle-income countries by 2026.
Plan International UK has been calling for many of these commitments and welcomes the content of the declaration.
Responding, Rose Caldwell, Chief Executive of Plan International UK, said:
“The G7 Girls’ Education Declaration is a clear political commitment to tackle the challenges faced by girls around the world in accessing a safe, high quality education, and we call on G7 leaders to unanimously sign up to it.
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The UK government has been accused of “using tactics reminiscent of the Trump era” after cutting millions in aid for family planning.
Boris Johnson’s government is set to slash its commitment to the United Nations Population Fund (UNFPA) by 85% – from an expected contribution of £154m to just £23m – in an enormous blow for women and girls in the poorest countries where health services have already been decimated by COVID-19.
News of the cuts, which were announced earlier this week, has left aid leaders seething. “By breaking its manifesto commitments with tactics reminiscent of the Trump era, the UK government will undo years of progress and investment,” Alvaro Bermejo, the director general of the International Planned Parenthood Federation (IPPF).
The organisation said that, in addition, £12 million is to be cut from the UNFPA’s “core operating funds” and that several country-level agreements are also likely to be affected.
The cut in funding to UNFPA is the latest to emerge, with a leaked memo also showing the UK will slash bilateral funding for overseas water, sanitation and hygiene projects by more than 80%.
UNFPA executive director Dr Natalia Kanem said the decision by a “longstanding partner and advocate” is one it “deeply regrets”.
“These cuts will be devastating for women and girls and their families across the world,” she said.
“With the now-withdrawn £130 million (180 million US dollars), the UNFPA Supplies Partnership would have helped prevent around 250,000 maternal and child deaths, 14.6 million unintended pregnancies and 4.3 million unsafe abortions.