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...