"Seeing Red"

7 May 2021

1 min 40s

Righteous fury.

This punchy commercial for social enterprise Hey Girls aims to ensure that period poverty is not forgotten during the latter stages of the coronavirus pandemic. While volunteers like student Ella Lambert give cause for optimism, agency adam&eveDDB and director Margot Bowman plump for the shock and awe approach.

Cue a nervy, red-tinged montage that shows what period poverty looks and sounds like in 2021. Progressive casting anchors the film's blend of live-action and animation, interspersed with reminders to 'inhale' throughout. It's a neat device that demands audience engagement and, crucially, emphasises the breathing space affected viewers deserve.

UK

Sanitary Protection