Hey Girls: Seeing red

Hey Girls, a social enterprise, worked with renowned anger scientist Dr Philip Gable to create a film that draws attention to the issue of period poverty in the UK and increase consideration for the brand's period products.


One in 10 girls and women in the UK cannot afford sanitary products. Enter Hey Girls, a social enterprise founded with the aim of reducing period poverty. The trouble was Period Poverty and Hey Girls both had an awareness problem.

Received advertising wisdom would suggest that to garner attention for a social issue, we needed to rouse feelings of empathy and hope in audiences. But we didn't have the money (or appetite) to copy-paste that strategy, so we threw it in the bin.

Instead, we found that research shows, counterintuitively, the most powerfully motivating emotion with generally positive outcomes...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands