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Hey Girls highlights the shocking reality of period poverty in the UK in a press campaign by Adam & Eve/DDB.

The first side of the ad, which ran in the Metro, invites readers to cut out their own sanitary towel. The second page goes on to reveal that one in ten girls in the UK cannot afford sanitary products so must resort to using loo roll, socks or even newspaper. Launching in Waitrose and Asda stores this week, Hey Girls is a social enterprise brand which donates a pack of sanitary pads to girls in need for every pack that it sells. The work was written by Sali Horsey and art directed by Zoe Nash.