We’re excited to share that UNFILTERED's partner organisation In Kind Direct is currently running their 5th Hygiene Poverty Campaign, a powerful initiative aimed at reducing hygiene poverty for families in the UK. This year, the campaign is running in collaboration with major suppliers including Unilever, Essity, Haleon, Kimberly Clark, Edgewell, and Proctor and Gamble, all of whom are working together to make a real impact on the lives of families facing difficult choices every day.
What is Hygiene Poverty? Hygiene poverty is a growing issue where individuals and families cannot afford basic personal hygiene products that many of us take for granted. In the UK, 1 in 4 households with children—around 2.2 million families—are living in this very situation. Many of these families face the heart-wrenching dilemma of choosing between essentials like food, heating, or keeping clean. This is where the Hygiene Poverty Campaign comes in, helping to alleviate some of these impossible choices by providing the essentials needed to live with dignity.
How In Kind Direct Are Making A Difference - Running from 15th February to 1st April, the campaign aims to make it as easy as possible for Tesco shoppers to contribute to this cause during their regular weekly shop. For every two selected products purchased from participating brands at Tesco—both in-store and online—one hygiene product will be donated to In Kind Direct. These products will include essentials like period products, shampoo, toilet roll, nappies, toothpaste, and more, which are often out of reach for millions of people.
This partnership will unlock an estimated 1.6 million hygiene product donations, which will be distributed through In Kind Direct’s charitable network to ensure that those who need it most get access to essential hygiene products. The range of products being donated includes trusted names like Andrex, Aquafresh, Bodyform, Comfort, Kleenex, Pampers, Persil, Radox, Sensodyne, Simple, Sure, Tena, and Wilkinson Sword.
Why This Campaign Matters - Every contribution helps tackle the daily struggles of families facing hygiene poverty. By simply purchasing two of the selected products at Tesco, shoppers will help unlock one product for donation—making it easier than ever to support the cause during a regular grocery run.
Since its inception, the Hygiene Poverty Campaign has already made a significant impact, distributing over 3 million personal hygiene products to communities in need. This year, with the support of more suppliers, the campaign is set to expand, reaching even more families across the UK with the hygiene essentials they need to live clean, healthy lives.
At UNFILTERED, we’re proud to be part of this incredible initiative. Hygiene poverty is a complex issue, but through partnerships like this, we are one step closer to providing tangible support to those who need it most. We encourage everyone to join in and help make a difference—whether it’s by shopping at Tesco, spreading the word, or simply supporting the cause.
How You Can Help From 15th February to 1st April, head to your local Tesco store or shop online. By purchasing two selected promotional products, you’ll unlock a donation to In Kind Direct, helping to reduce hygiene poverty across the UK. It's an easy and meaningful way to contribute to a cause that affects millions of families—and every little bit counts.
Together, we can make a big difference. Let’s tackle hygiene poverty and support families who deserve to live clean, healthy lives with dignity.
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