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Saatchi & Saatchi has teamed up with UK charity The Hygiene Bank to launch a new campaign highlighting hygiene poverty in the UK. Central to the campaign is 'The Edible Soap', a … read moresymbolic creative concept made for real to make a real impact, and designed to raise awareness of the fundamental challenges millions face between eating and buying toiletries. Research from the Hygiene Bank has found that almost 8 per cent of the UK population is currently experiencing hygiene poverty. An estimated 5.3 million adults nationwide have to choose between buying food or basic hygiene products₂, such as soap, sanitary products, and deodorant. However, The Hygiene Bank estimates that around 20 million people still haven’t heard of the issue. Launched on Thursday, March 27, 2024, Saatchi & Saatchi has backed the charity to highlight the significance of hygiene poverty in the UK and raise awareness about The Hygiene Bank’s services, which support people across the country. In addition to providing essential toiletries, the charity advocates for broader access to basic hygiene products and urges the government to remove the 20% VAT on soap. Developed in collaboration with ethical beauty brand The Good Wash, The Edible Soap is made with organic cacao butter, oat flour, avocado oil, tomato sauce, toast flavouring, bean flavouring, paprika, and Celtic sea salt, emulating a baked bean flavour.
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Design Director Nathan Crawford
Design Director Francisco Fernandes
Head of Design Kevin Hipke
Designer Weronika Szklarek
Planning Director Mathieu Abet
Business Lead Rania Kouros
Account Director Julia Leibetseder
Executive Producer Adam Walker
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