Bodyform is sponsoring the new Dignity! Period. Campaign by Action for South Africa.
This aims to raise funds for women in Zimbabwe who cannot afford sanitary towels due to the country’s economic crisis.
Haygarth will use celebrities including Jo Brand, Zoe Wanamaker, Niamh Cusack and Anna Chancellor to increase media and consumer awareness.
It will target women aged 15 to 40 through press, online, broadcast and special on-pack promotions. It will also run competitions on Bodyform’s website.
The campaign will run in July and August.
Action for South Africa’s director Kathryn Llewellyn said: ‘We are hoping this campaign will allow us to reach a range of new people with our message.’