Hey Girls is a Scottish based social enterprise on a mission to end period poverty in the UK. Selling 100% organic, plastic free and sustainable period products on a Buy One Give One basis – with every sale match donated back to communities who need them most. Since launching the company in 2018, Hey Girls has donated over 10 million period products to people in need across the UK, from women’s crisis shelters to foodbanks and community groups. A Plan UK survey in 2018 showed that 1 in 10 women and girls across the UK are living with period poverty, unable to afford period products from month to month.
In March 2020, Hey Girls launched their first range of reusable period pants. The range includes 6 styles of comfy, leak-proof underwear coming in two absorbencies – which can be worn up to 12 hours, longer than most other period products. The campaign encourages audiences to “Do it in your pants”, with an inspiring group of real women of different ages and body sizes dancing in their pants. Working with Sky AdSmart, the campaign will be able to reach a wider audience than Hey Girls can reach organically, speaking to women across the UK. The bold, honest and fun campaign will resonate with women across the county.
Celia Hodson, CEO and Founder at Hey Girls, said “Having this opportunity to share our products with our target audience is really fabulous for a young social enterprise. We know our customers love our period pants, so we can’t wait to see more people discovering our brand and in turn making a social impact for other women and girls who are unable to afford their own products. The support from the scheme has been wonderful and we can’t wait to see what comes from this for Hey Girls.”
The campaign will be delivered via AdSmart from Sky, the market leading addressable TV platform, that easily enables brands to advertise on TV by focusing on the audiences that matter to them. This revolutionary technology means TV advertising campaigns can reach audiences across the country based on household make-up or thousands of lifestyle attributes, or a range of regionality options including postcode area and a drive-time distance from store. In only targeting audiences that matter to the business, brands can be assured that their advertising will be relevant, accessible and drive business results.
The SME Support Scheme was launched by Sky Media to support the nation’s businesses and get them back on track following the unparalleled disruption caused by Coronavirus. Due to overwhelming interest, the scheme was extended to a further 150 businesses providing a total investment by Sky Media of £2.5 million.
David Sanderson, Director of AdSmart Local & Development at Sky Media, said “SMEs have a voracious appetite for targeted TV advertising at the moment. As lockdown eases more brands are returning to TV every day and advertising via AdSmart allows companies to reach their target audiences and help establish a new form of business confidence.”