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Web Film

Hey Girls: The Science Behind Seeing​ Red

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A psychological study is at the heart of a new campaign by Hey Girls, the social enterprise founded by Celia Hodson to tackle period poverty. The idea, created by adam&eveDDB, revolves around a film called ‘Seeing Red’ which has been carefully crafted to evoke anger that motivates positive action. The proposed dictionary definition of period poverty*, as shown in the film, is a lack of safe access to period products due to financial or social constraints. Period poverty affects 1 in 10 in the UK and surged in 2020 during the COVID pandemic. In fact, a survey by the charity Plan International UK showed that as many as one third of 14 to 21s in the UK struggled to access or afford period products during lockdown. The ‘Seeing Red’ film, produced by Prettybird and directed by Margot Bowman, depicts the anguish of a girl caught unprepared at school when her period starts, brought arrestingly – and graphically – to life. In it, an array of techniques are used to evoke anger – all informed by psychological insight by Dr Philip Gable, Associate Professor of Psychological and Brain Sciences at the University of Delaware. Created via adam&eveDDB, the idea came from the insight that despite its negative connotations, anger is one of the most motivating human emotions. The aim was to harness anger to encourage positive action – in this case, to remove the injustice of period poverty. Psychological insights were used throughout the film’s development and production. From its narrative arc and character depictions, to the soundtrack, pace and use of colour, a range of elements were specifically devised to evoke anger and motivate action. Variations of the film were tested before release. The results were then used to optimise the final edit to maximise the motivating form of anger and action that was intended. On average, watching the film made participants feel over 3 times angrier, results showed. Further, the more intense they found the film and the angrier they were, the stronger their desire to take action and buy Hey Girls products.
Credits Other credits

Print Creative: Christian Sewell

Print Creative: Andy McAnaey

Agency print producer: Nicola Applegate

Chief Strategy Officer: Martin Beverley

Head of Planning: Milla McPhee

Planner: Beth Mackenzie

Senior Project Manager: Hanna Dowty

Social Director: Rebecca Wilson

Joint CEO: Tammy Einav & Mat Goff

Managing Partner: Charlotte Cook

Account Director: Kathryn Gooding

Account Manager: Olivia Rose

Legal: Annika Patel, Freya Vale & Tom Campbell

Designer: Mauricio Brandt & Adrian Baker

Social Motion Graphics Editor: Gabi Mascarenhas

Social Post Producer: Gerda Aleksandraviciute & Jamie Demetriadi

Making Of … Editor: Robert Spary-Smith

Making Of … Post Producer: Olivia Hards

Design studio: King Henry

Media agency: the7stars

Managing Partner

Managing Partner: Liam Mullins

Client Lead: Lydia Mulkeen

Head of Insight: Helen Rose

Account Director: Suzanne Morgan

Digital Director: Charlotte Powers

Digital Exec: Isabella Zonfrillo

Trading Director: Michelle Sarpong

Production

Co-Founder UK: Juliette Larthe

Head of New Business: Mia Powell

Production Manager: Benji Landman

Stills

Stills Photographer/BTS Director: Daniel Boulton

Editing Company: Work Editorial

Post Production: Untold Studios

Audio Post Production: Anthony Moore & Mark Hills @ Factory Studios

PR

PR AGENCY: W Communications

Creative Director: Scott Dimbleby

Strategic Director: Vijaya Virally

Associate Director: Nikki Collins

Senior Account Director: Jessica O’Donohoe

Senior Account Manager: Sam Beer

Account Manager: Rachel Jones

CLIENT

Founder & CEO: Celia Hodson

Brand Development Lead: Kirsten Blackburn

Senior Marketing Manager: Amy Briggs

Website & Ecommerce Manager: Rechenda Smith

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