Multi-supplier hygiene poverty campaign in Tesco stores

Client: In Kind Direct

We've made national impact as a small charity collaborating with the UK’s biggest supermarket – Tesco, and five of the UK’s largest manufacturers of personal care products – Edgewell, Essity, Haleon, Kimberly-Clark and Unilever.

This collaboration which has included 4 powerful 6-week “hygiene poverty” campaigns, is a great example of positive business, bringing together competing companies and demonstrating that we can drive real change, by breaking down barriers.

In 2023, our research discovered that a staggering 9 million UK adults were living in hygiene poverty, with the figure reaching nearly 10million in 2024. Hygiene poverty is an inability to afford the basic products to keep clean and well. By coming together, we’ve been able to help hundreds of thousands of people whilst raising mass awareness. The campaign has seen over 3 million personal care and household products donated including deodorants, shower gel, toothpaste, period products, razors, toilet roll and more. Nearly 3,500 UK charitable organisations have received hygiene products from the partnership, enabling them to support their communities. And incredibly, we have generated over 200 pieces of media coverage, with an estimated 4.5 million views. A 5th campaign is planned for 2025, generating up to 1.6 million more product