Bluewater Shopping Centre has linked up with the charity In Kind Direct to raise awareness of the impact of hygiene poverty on children.

Through the partnership an immersive campaign is being staged where the voices of children impacted by not having access to essentials such as toothpaste and shampoo are broadcast to those using the toilets at the Dartford based centre.

The campaign also includes posters promoting the charity with a QR code for shoppers to find out more about the work of the charity, which distributes hygiene products to those in need.

“Children having to face impossible choices every day, such as sharing toothbrushes with siblings, going to school in a dirty uniform and worrying about standing out among their peers for the wrong reasons,” are among stories being played during the campaign, which runs until 11 May, says the charity.

It adds that four children in every classroom in the UK are impacted by hygiene poverty. One in ten of these children have been bullied and one in five do not play with others are they are worried about what people might think.

“Our immersive ‘Not a Choice’ campaign at Bluewater shopping centre aims to bring this hidden crisis into a public space, where we all engage with hygiene products daily,” said In Kind Direct chief executive Michael Gidney.

“By amplifying the voices of children and real experiences in the shopping centre restrooms, we hope to create a moment of reflection for visitors before asking them to help us end hygiene poverty.

"Through our network of over 6,000 charitable partners, we are distributing essential hygiene products to families throughout the UK. But this is a solution to a problem that should not exist.”

In March Tesco linked up with In Kind Direct to run a campaign where hygiene poverty impacted families received goods from six major manufacturers.

Through the partnership the manufacturers donated a product to families for every two bought through the supermarket, both online and in-store.

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