Case Study: FlowAid

Duration: 2017 – Present


Case Study:

Ongoing campaign fighting period poverty by securing free menstrual products for homeless women and driving UK policy change.


Background:

FlowAid was established to address the inaccessibility of menstrual products for homeless women in the UK. At launch, period products were taxed as luxury goods. The campaign focused on advocacy, cultural education, and partnership building.


PR Strategy & Execution:

Built a coalition of UK and US partners.

Created strong messaging to address stigma and public engagement.

Led cross-sector collaboration with businesses, charities, and schools.

Delivered policy recommendations via a government task force.


Campaign Objectives:

Change Mindsets – Break stigma around menstruation and homelessness.

Access & Equity – Promote free, inclusive access to menstrual products.

Influence Policy – Abolish tampon tax and embed education initiatives.


Results:

Partnered with major organisations including Boots, Apple, Google, and the Dept. of Health.

Instrumental in campaign to abolish tampon tax in Jan 2021.

Hayley gave a TEDx talk on the topic.


Coverage Examples:


TEDx Talk (https://www.youtube.com/watch?v=5sT_Wono6tQ&themeRefresh=1)

PR Week (https://www.prweek.co.uk/article/1341249/boxed-pr-md-launches-flowaid-campaign-homelesss-women)

About Time Magazine (https://www.abouttimemagazine.co.uk/life/positive-spotlight-flow-aid-donates-sanitary-products-to-nhs/)

The Guardian (https://www.theguardian.com/society/2017/mar/17/girls-from-poorer-families-in-england-struggle-to-afford-sanitary-protection)

Wired (https://www.wired.com/story/thinx-reusable-sanitary-products-environment-waste/)