We partnered with John Bell & Croyden to raise awareness of the growing issue of hygiene poverty in the UK while highlighting the vital work of their partner charity The Toiletries Amnesty. By commissioning new research, we revealed that although 67% of Brits likely received toiletries as gifts this Christmas, many go unused—while 4.2 million adults struggle to afford basic hygiene essentials. Through strategic radio placements, we amplified this message, sparking meaningful conversations and driving widespread awareness. This not only positioned the charity at the heart of the discussion but also strengthened its visibility and impact.