Boots
Hiding In Plain Sight

Executive Creative Director

Real stories of hygiene poverty, hiding in plain sight, activated by your attention.

In the UK, 4.2 million people suffer from hygiene poverty, yet it often goes unnoticed due to stigma and shame. "Hiding In Plain Sight" was launched to bring this issue to light and inspire action.

The campaign used innovative tech and print ads to engage the public. Bright, cheerful ads subtly shifted to reveal the harsh reality of hygiene poverty, sharing three powerful stories and directing people to donate at Boots stores.

Print ads used a "scratch and sniff" approach, offering not perfume, but first hand accounts of living with hygiene poverty.

Winner in the non-profit category of the 2023 Ocean Outdoor Digital Creative Competition.

Campaign & PR WEEK pick of the week.