ACNE and The Hygiene Bank Launch “Hiding in Plain Sight” Campaign to Combat Hygiene Poverty

LONDON, 8^TH AUGUST 2024 – Award-winning creative agency ACNE today announces the launch of The Hygiene Bank’s hard hitting new campaign, “Hiding in Plain Sight”. The initiative aims to raise awareness about hygiene poverty in the UK and inspire action to support those affected.

“Hiding in Plain Sight” leverages the uncomfortable truth that 4.2 million people in the UK suffer from hygiene poverty, often unnoticed due to associated shame and stigma. The campaign’s creative approach uses bright, cheerful opening frames to draw in viewers, only to reveal a more serious underlying message upon interaction.

Debuting in Birmingham on 7^th August and in Manchester on 12^th August, the campaign will use the Ocean Outdoor Loop network to feature prominent large-format OOH advertising. Utilising Look Out technology and sound to create an immersive and impactful experience, the campaign will run for three weeks in a series of key locations including Smallbrook Queensway and Union Street in Birmingham, as well as Moseley Street and King Street in Manchester.

Speaking on the campaign, Ruth Brock CEO, The Hygiene Bank said: “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. This campaign not only raises awareness about a hidden crisis, often overlooked, but brings hope to those pulled into hygiene poverty. Thanks to the support of Ocean Outdoor and ACNE, we will be able to make a difference to those in need.”

James Ranson, Creative Director, ACNE added: “It was a privilege to help such a worthy charity in The Hygiene Bank get their message out to the world. To get to do it with amazing creative delivered through cutting-edge outdoor tech, was an unbelievable experience.”

“Hiding in Plain Sight” was a winner in Ocean’s 2023 annual Digital Creative Competition, which fosters bold, original ideas in out of home. The 2024 awards are open for to entries until Friday 23^{rd of} August.