Raising Awareness of Aldi’s Fight Against Period Poverty

Challenge:

The challenge is to raise awareness of Aldi’s new initiative to roll out free period products across the UK. With research suggesting that 41% of women struggle to afford period products –  with 30% having to choose between them and other essentials – this important campaign saw the supermarket brand partnering with the charity Bloody Good Period in their goal to end period poverty. 

Approach: Talent + Flexibility + Regional Stats

Two spokespeople brought this campaign to life. BBC Radio 1’s Clara Amfo is an ambassador for Bloody Good Period and spoke candidly about her own experiences, adding a personal view to a story that anyone who menstruates can relate to. Clara, with her strong public profile and BBC association, was strategically placed across BBC outlets. 

Gabby Edlin, CEO of the charity itself, provided expert commentary and was ideally placed to speak to various commercial stations, allowing us to use both spokespeople to best effect and increase the reach of the campaign. 

Flexibility was key, as many interviews took place outside the standard 8am–1pm window, and having adaptable spokespeople helped secure these opportunities. We also ensured regional statistics – vital to telling the local story – were readily available for broadcasters, allowing them to localise the content effectively across both Global and Bauer networks.

Results:

We secured 21 pieces of coverage, reaching an audience of 6,333,000. This widespread exposure across TV and radio helped raise significant awareness of the initiative, directly supporting the objective of getting this announcement heard by as many people as possible.