Hey Girls, the female-led organisation tackling period poverty across the UK, partnered with the cinema release of Sunny Dancer as a platform to get the nation talking about periods, openly and without stigma. Lime worked with Hey Girls to build a partnership that would carry that conversation well beyond the cinema.
At the heart of the campaign was a bespoke Sunny Dancer summer-ready kit, designed for festivals, campsites, and beach days, and available to buy directly on the Hey Girls site. A practical product that kept the message relevant wherever summer took people.
To make sure the conversation reached those who needed it most, Hey Girls created Sunny Dancer-inspired educational content and resources for schools, colleges and sports clubs, tackling period poverty and period stigma at the point where they matter most: among young people.
Lime amplified the partnership further with a series of influencer collaborations and standout experiential activity, including an ice cream van attended by the film’s cast at London’s South Bank, giving the campaign a visible, feel-good moment to build buzz around a subject too often kept quiet.
From product to education to activation, the Sunny Dancer x Hey Girls partnership turned a film release into a genuine platform for change, opening up real, frank, and informed conversations about periods and challenging the stigma around them.
