Hey Girls are a social enterprise, whose goal it is to eradicate period poverty through their 'buy one give one' model. However, familiarity with Hey Girls and their sales were relatively low - we needed to create a campaign that grabbed attention and compelled people to act. Through a psychologist we found that anger is one of the most motivating emotions, so we created a campaign to make viewers so angry about period poverty that they had to act on it, clearly positioning Hey Girls as the solution to the problem in the hope of pushing brand awareness and sales.