Research from the Hygiene Bank has found that almost 8% of the UK population is currently experiencing hygiene poverty. A reality which means that approximately 5.3 million adults are forced to choose between buying food or basic hygiene products. 

To raise awareness of this fundamental challenge, The Hygiene Bank has launched a new campaign with the help of Saatchi & Saatchi, titled ‘The Edible Soap’. The symbolic creative concept is a protest product launch that aims to reach the 20 million people who haven’t heard of this issue. By creating an edible soap, The Hygiene Bank brings to life the harrowing challenge of having to choose between hygiene and food.

Developed in collaboration with ethical beauty brand The Good Wash, The Edible Soap is made with organic cacao butter, oat flour, avocado oil, tomato sauce, toast flavouring, bean flavouring, paprika, and Celtic sea salt, emulating a baked bean flavour. 

Audiences are able to buy virtual bars of the soap via the Good Wash website for a £15 donation, with all proceeds from the sales going to supporting The Hygiene Bank’s continued initiatives. 

In addition to the bar, the campaign combines social content and talent partnerships with renowned hospitality personalities. Chantelle Nicholson, Max Coen, Melissa Thompson, Ruben Dawnay, Ana Da Costa, Chris Leach, Jay Mojaria, and Max Venning have all created recipes with The Edible Soap. Concept development and talent management were led by SALT.

The Hygiene Bank aims to provide free hygiene products to individuals and families who would otherwise go without. The organisation also provides essential toiletries, advocates for broader access to basic hygiene products and urges the government to remove the 20% VAT on soap.

Speaking on the campaign, Ruth Brock, CEO of The Hygiene Bank, says, “With public support, we can work toward a future where everyone has access to the hygiene essentials needed for health, hope, and opportunity. This campaign has given us a valuable platform to tell people about an issue they weren’t aware of, and amplify our call for immediate policy action by urging the government to remove VAT from soap, making it more accessible to all.”

The Edible Soap brings to life a harrowing, hidden, but very real challenge that many adults face.

For more information or to support the campaign, please click here.