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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.
Print Creative: Christian Sewell Related
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