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A psychological study is at the heart of a new campaign by Hey Girls, the social enterprise founded by Celia Hodson to tackle period poverty. The idea, created by adam&eveDDB, … read morerevolves around a film called ‘Seeing Red’ which has been carefully crafted to evoke anger that motivates positive action. The proposed dictionary definition of period poverty*, as shown in the film, is a lack of safe access to period products due to financial or social constraints. Period poverty affects 1 in 10 in the UK and surged in 2020 during the COVID pandemic. In fact, a survey by the charity Plan International UK showed that as many as one third of 14 to 21s in the UK struggled to access or afford period products during lockdown. The ‘Seeing Red’ film, produced by Prettybird and directed by Margot Bowman, depicts the anguish of a girl caught unprepared at school when her period starts, brought arrestingly – and graphically – to life. In it, an array of techniques are used to evoke anger – all informed by psychological insight by Dr Philip Gable, Associate Professor of Psychological and Brain Sciences at the University of Delaware. Created via adam&eveDDB, the idea came from the insight that despite its negative connotations, anger is one of the most motivating human emotions. The aim was to harness anger to encourage positive action – in this case, to remove the injustice of period poverty. Psychological insights were used throughout the film’s development and production. From its narrative arc and character depictions, to the soundtrack, pace and use of colour, a range of elements were specifically devised to evoke anger and motivate action. Variations of the film were tested before release. The results were then used to optimise the final edit to maximise the motivating form of anger and action that was intended. On average, watching the film made participants feel over 3 times angrier, results showed. Further, the more intense they found the film and the angrier they were, the stronger their desire to take action and buy Hey Girls products.
read less...Print Creative: Christian Sewell
Print Creative: Andy McAnaey
Agency print producer: Nicola Applegate
Chief Strategy Officer: Martin Beverley
Head of Planning: Milla McPhee
Planner: Beth Mackenzie
Senior Project Manager: Hanna Dowty
Social Director: Rebecca Wilson
Joint CEO: Tammy Einav & Mat Goff
Managing Partner: Charlotte Cook
Account Director: Kathryn Gooding
Account Manager: Olivia Rose
Legal: Annika Patel, Freya Vale & Tom Campbell
Designer: Mauricio Brandt & Adrian Baker
Social Motion Graphics Editor: Gabi Mascarenhas
Social Post Producer: Gerda Aleksandraviciute & Jamie Demetriadi
Making Of … Editor: Robert Spary-Smith
Making Of … Post Producer: Olivia Hards
Design studio: King Henry
Media agency: the7stars
Managing Partner
Managing Partner: Liam Mullins
Client Lead: Lydia Mulkeen
Head of Insight: Helen Rose
Account Director: Suzanne Morgan
Digital Director: Charlotte Powers
Digital Exec: Isabella Zonfrillo
Trading Director: Michelle Sarpong
Production
Co-Founder UK: Juliette Larthe
Head of New Business: Mia Powell
Production Manager: Benji Landman
Stills
Stills Photographer/BTS Director: Daniel Boulton
Editing Company: Work Editorial
Post Production: Untold Studios
Audio Post Production: Anthony Moore & Mark Hills @ Factory Studios
PR
PR AGENCY: W Communications
Creative Director: Scott Dimbleby
Strategic Director: Vijaya Virally
Associate Director: Nikki Collins
Senior Account Director: Jessica O’Donohoe
Senior Account Manager: Sam Beer
Account Manager: Rachel Jones
CLIENT
Founder & CEO: Celia Hodson
Brand Development Lead: Kirsten Blackburn
Senior Marketing Manager: Amy Briggs
Website & Ecommerce Manager: Rechenda Smith
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