The campaign
The result is Festive Period, a digital campaign that encouraged our core audience of 18-30 year olds to make a cash donation in lieu of a traditional gift. Their donation would ‘fill’ a stocking with menstrual products for those who needed them. Once visitors to the bespoke splash website had donated, they were sent a certificate to share on their social channels alongside the hashtag #flowhoho.
This played into the needs of an audience who were looking for a more ethical and meaningful way to give at Christmas time, as an alternative to physical gifts.
To support the online activity, we sent physical stockings to a group of influencers who were already warm to Bloody Good Period’s mission, asking them to post pictures of themselves filling the stockings with pads on social media.
Celebrities and influencers including Cariad Lloyd, Robin Ince, Deborah Frances-White, Suzi Ruffell and Jen Brister supported the campaign, which reached in excess of 4 million social media accounts in the first fortnight. Alix Fox posted on Instagram with a stocking, and mentioned Bloody Good Period on a special Period Poverty show on BBC Radio 1.
But, because periods are not just for Christmas, we created a regular giving ask, where visitors to bloodygoodperiod.com could also sign up to sponsor a period on a regular basis. This allowed us to capture donations from across the age and income spectrum — small, one-time only donations as well as larger donations every month.
Celebrities and influencers including Cariad Lloyd, Robin Ince, Deborah Frances-White, Suzi Ruffell and Jen Brister supported the campaign, which reached in excess of 4 million social media accounts in the first fortnight. Alix Fox posted on Instagram with a stocking, and mentioned Bloody Good Period on a special Period Poverty show on BBC Radio 1.
But, because periods are not just for Christmas, we created a regular giving ask, where visitors to bloodygoodperiod.com could also sign up to sponsor a period on a regular basis. This allowed us to capture donations from across the age and income spectrum — small, one-time only donations as well as larger donations every month.
Camille St Omer Donaldson#IWITOT Fundraising Rising Star Winner – British Red Cross“Across the charity sector, it's hard to engage millennials, but Festive Period was hugely successful at this by utilising the channels and using a voice that is true to the audience.”
Gabby Jahanshahi EdlinFounder and former-CEO – Bloody Good Period“Even with an incredibly tight turnaround, our Festive Period fundraising project was beautifully executed and A Studio of Our Own were always open and creative in every aspect to make sure I was happy with the output. I'm so excited to continue working with them to put an end to period poverty in the UK.”
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