‘Hiding in Plain Sight’ was a winner in Ocean Outdoor’s annual Digital Creative Competition

More than 4.2 million people in the UK are struggling with hygiene poverty, going without essential personal care products like toothpaste, shampoo, soap and sanitary items because they cannot afford them.

As the cost of living crisis continues, grassroots charity The Hygiene Bank tackles this injustice in a powerful interactive Digital out-of-home (DOOH) campaign which addresses both the problem and the need for public donations.

Called ‘Hiding in Plain Sight’, the idea was a winner in Ocean’s 2023 annual Digital Creative Competition which fosters bold, original ideas in out of home.

Because traditional charity ads are often overlooked, ACNE has chosen bright, cheerful opening frames to attract public attention. Both intimate and surprising to draw passersby in, three different films are then used to deliver crucial messages about the harrowing effects of hygiene poverty on people’s health and well-being.

The trigger for each film is Ocean’s Lookout and sound technology, with floor vinyls directing passersby to stop and interact with the screens. The work ends by asking for donations to local hygiene banks.

Supported by Unilever and Boots, the campaign is appearing across four Ocean locations in Birmingham and Manchester, with supporting media on The Loop networks and two large format screens. Wider activity will run on The Hygiene Bank’s social channels.

Ruth Brock, CEO, The Hygiene Bank, said: “With 4.2 million adults in the UK not being able to afford basics like toothbrushes, deodorant or shampoo, it is 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 Unilever, Boots, Ocean Outdoor and ACNE, we will be able to make a difference to those in need.”

James Ranson, creative director at ACNE, said: “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.”

Ocean Outdoor UK marketing director Marie le Hur said: “This idea puts the consumer journey front and centre, using technology at every step. Our competition judges liked the intimate directional use of sound in an Out of home setting and said they would be more inclined to stop and look at this rather than stopping to talk to a person. This is an important issue and the idea is a deserving winner of our Digital Creative Competition.”

All you need is an idea

Entries for Ocean’s 2024 Digital Creative Competition are now open. It is free to enter and the closing date is 23 August. The winners are announced at an industry event in London on 9 October.