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Boots’ Right to Feel Good campaign to put hygiene poverty on the front page

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As the nation’s children prepare to return to school this September, Boots will launch its Right to Feel Good campaign, working with Reach and their network of newspapers, to make hygiene poverty a national talking point.

Hygiene poverty is a widespread and growing issue but is largely stigmatised and rarely spoken about. The Right to Feel Good campaign, in which media planning and buying was handled by MediaCom as part of The Pharm team, will raise awareness of the issue and the impact it has on affected children. It will try to break down the stigma of hygiene poverty by creating ongoing national conversations across Reach titles, while also reminding customers of The Hygiene Bank donation points in Boots stores. Additionally, the campaign will call readers to act, asking them to donate in store or online, or volunteer at the banks. For every 1kg of product donated in store, Boots will donate four additional products. The Pharm team, made up of MediaCom, VMLY&R and Ogilvy, handled media planning, buying, creative and PR respectively for the campaign.

Boots already has some 400 The Hygiene Bank donation points, but the Right to Feel Good campaign, which will coincide with children going back to school, will bring hygiene poverty to the forefront of national conversation. The campaign will launch just ahead of the end of the summer holidays with a “State of the Nation” report published across Reach’s network of titles. The report will show the implications of hygiene poverty amongst school children in the UK based on a Boots-funded study. It will appear in national titles Daily Mirror, Daily Express and Daily Star, as well as Reach’s network of regional titles.

Over the course of six weeks, the campaign will share a series of case studies telling the stories of some of those affected, aiming to destigmatise the issue. The campaign will also be supported by contextual print and digital activity targeted to relevant editorial and Back to School content. Calls to action will run across all activity to encourage people to donate in store or online, or to volunteer at the Hygiene Banks.

The campaign launched on the 16th August in Scotland, and 23rd August in England and Wales ahead of Back to School.

We are very excited to working with Reach and create real social change through their unique national & local platforms to support people & families in crisis and those struggling on low income by encouraging everyone to pick up an extra item or two while stocking up in store or bringing in surplus toiletries from home. This partnership is a great way to make sure everyone has access to basic hygiene and cleanliness, something many of us take for granted.

Rachel Peace
Managing Partner

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