Campaigns

With a new Prime Minister and a new Government agenda, we explore what the early policy priorities could mean for tackling hygiene poverty. From cost-of-living measures to a renewed focus on devolution and local decision-making, find out how we think these changes may shape the landscape for our network communities across the UK.

For the first time, Co-op Unilever and In Kind Direct are coming together with a campaign to help children in need of hygiene products. From 22nd July until 11th August 2026, when you buy selected personal care and laundry products from participating brands, you’ll help unlock a donation of essential hygiene products to support children across the UK.

Joy of Play is a national initiative created by In Kind Direct dedicated to providing playing and learning opportunities for young ones. This year, our goal is to support 1 million children & young people in the UK to get what they need to feel confident, valued, and ready for life’s opportunities.

This year, at In Kind Direct, we have been thinking about how we can go further to support our communities. While continuing to help people who have periods access essential hygiene products, we are also looking at ways to drive systemic change and create period equity. We want to help create a future where everyone has access to the products and education they need and can live freely, without stigma, whilst menstruating. 

We are excited to announce the launch of our 5th hygiene poverty campaign with Tesco, Unilever, Kimberly-Clark, Essity, Haleon, Edgewell and P&G.

From April 1 2026, businesses can donate goods VAT‑free. In Kind Direct provides the simplest, fully compliant route for product donation, offering audit trails, reporting and distribution to 9,000+ UK charities. We’ve led this VAT reform change with government to make product giving easier for the wider sector. Our model enables us to support a large network get the products they need, when they need them.

We’re proud to partner with Warm Welcome Spaces this winter, united by our shared mission that everyone should feel warmth, belonging, and connection, so that nobody feels alone.

In Kind Direct and The Hygiene Bank are joining forces to end hygiene poverty.
A future without hygiene poverty is possible.

The summer holidays should be a time for children to look forward to, to have fun, freedom and time with friends. We believe every child should have the opportunity to play during the summer months and go back to school or start nursery equipped ready to learn.