Unilever, Boots, and The Hygiene Bank Unite to Combat a Hidden Crisis
In a country where millions are struggling to afford basic hygiene products, a powerful partnership between The Hygiene Bank, Unilever, and Boots is making a monumental impact. Over the past four years, this collaboration has delivered 1.5 million hygiene products to those in need, addressing the urgent issue of hygiene poverty that affects 4.2 million people across the UK.
A Partnership with Purpose
For the fourth consecutive year, The Hygiene Bank has joined forces with Unilever and Boots to combat hygiene poverty—a critical issue that has only grown in significance. As the cost of living continues to rise, especially during the summer months when families face additional expenses, the need for essential hygiene products becomes even more pressing.
Starting from 3rd July and running until 27th August, the ‘You Buy We Donate’ campaign will allow Boots customers to contribute directly to this cause. By purchasing hygiene essentials from participating brands such as Dove, Tresemme, Sure, Lynx, Radox, Shea Moisture, Simple, and Vaseline, customers will trigger a donation from Unilever to The Hygiene Bank. Unilever has committed to donating a minimum of 300,000 products during this period, ensuring that more individuals across the UK have access to the essentials they need to maintain their dignity and wellbeing.
Raising Awareness: The Hidden Crisis
In addition to this direct action, The Hygiene Bank has launched a digital out-of-home (OOH) campaign titled ‘Hidden In Plain Sight,’ created in partnership with creative agency Acne. The campaign, which debuted on 7th August in Manchester, uses striking visuals and shocking statistics to highlight the severity of hygiene poverty in the UK. The campaign aims to draw attention to the fact that millions are unable to afford basic items like toothbrushes, deodorant, and shampoo—a crisis that is often overlooked in society.
Using Ocean Outdoor’s Loop Out network, the campaign features large-format OOH advertising in key locations across Birmingham and Manchester. This initiative not only raises awareness but also drives public donations, encouraging people to support The Hygiene Bank’s mission to end hygiene poverty.
A United Front Against Poverty
Ruth Brock, CEO of The Hygiene Bank, emphasised the importance of these efforts: “With 4.2 million adults in the UK not being able to afford basics like toothbrushes, deodorant, and shampoo, it’s clear that hygiene poverty is hiding in plain sight in our society. We all deserve to go about our days with the dignity and wellbeing that comes with feeling clean.”
Chris Barron, General Manager of Unilever Personal Care UKI, echoed this sentiment: “We are really proud to be partnering with The Hygiene Bank and Boots for another year, continuing to support the critical work they do for families and communities across the UK. We know that together we can do more, and we hope to continue reaching new milestones in donations and support.”
The campaign has garnered significant support from various sectors, including Ocean Outdoor, which selected the ‘Hidden In Plain Sight’ campaign as part of its Digital Creative Competition. This collaboration showcases the power of corporate responsibility, community engagement, and innovative solutions in addressing societal issues.
The Road Ahead
As the partnership between The Hygiene Bank, Unilever, and Boots continues to grow, the hope is that more people will become aware of hygiene poverty and take action to combat it. The combined efforts of these organisations demonstrate that when businesses, charities, and the public come together, they can make a significant difference in the lives of those affected by poverty.
The ‘You Buy We Donate’ campaign and the ‘Hidden In Plain Sight’ initiative serve as a powerful reminder that hygiene poverty is a crisis that can no longer be ignored. Through continued collaboration and public support, there is hope that this hidden crisis will be brought to light and ultimately eradicated.
As Ruth Brock aptly put it, “This campaign not only raises awareness about a hidden crisis but brings hope to those pulled into hygiene poverty. Thanks to the support of Ocean Outdoor, Acne, Unilever, and Boots, we will be able to make a real difference to those in need.”
