#FreePeriods was started in 2017 by 17 year old student Amika George. Her aim was to make sure no one ever missed school because they were unable to afford sanitary products.
The days running up to the Spring Statement 2019 were crucial for the campaign. Amika and her team understood that the Chancellor intended to pledge to fund sanitary products in secondary schools.
It would be a positive step for the campaign, but by no means enough. Funding must extend to primary, secondary and college level education. The Chancellor's announcement would be an opportunity to bring the issue to the widest possible audience and push for more.
Called in just two days before the Spring Statement by longstanding agency contact (Janvi Patel, a director of #FreePeriods), we set about securing maximum media opportunities for Amika to make her case.
In 48 hours, we secured coverage on multiple platforms including interviews with BBC London TV and radio, the Victoria Derbyshire show, and comment pieces in nationals including Metro, Glamour and the Independent. Amika was able to use these platforms to argue passionately that funding must be ring fenced and extended. Another key aim of the campaign was to see the right to free sanitary products in school enshrined in law, and through our work, Janvi set this case out in a bylined piece in The Lawyer.