Cover a basic or another need, but not both. This is a situation that, according to the British beneficial organization The Hygiene Bankmore than five million people live in the United Kingdom. It is a hygienic poverty that pushes many people to have to choose between buying food or getting personal toilet products, such as soap, and that is currently an unknown problem for about 20 million British.

To denounce this situation, the beneficial organization has worked together with the Creative Agency Saatchi & Saatchi in the campaign “The edible Soap”. The main concept of the initiative is the creation of a edible soap, designed to raise awareness of the population on the harsh living conditions suffered by people affected by hygienic poverty. The Hygiene Bank has collaborated with the Goodwash Aesthetic Beauty Brand to create this pill. It is made with organic cocoa butter, oatmeal, avocado oil, tomato sauce, paprika, flavoring and sea salt, emulating a flavored bean flavor.

“Edible soap is designed to make visible the crisis of lack of hygiene and generate debate”, Explains the organization on its website. The purchase of the pill, available on the Goodwash website for 15 pounds, does not give access to it. It is actually a donation destined to boost the work of The Hygiene Bank in the United Kingdom: from collecting hygiene products and home donated by individuals, brands and companies, until they donate to those who need them the most, create social awareness or claim drops of prices of these articles and demand the elimination of VAT on them.

“The edible Soap” will have for its dissemination with activations both in the social networks of the organization, and in the profiles of Recognizable figures of the British hospitality industry. In this way, the Salt agency has developed a content strategy that integrates the symbolism of the soap with the style and tone of the chefs Chantelle Nicholson, Max Coen, Melissa Thompson, Ruben Dawnay, Ana Da Costa, Chris Leach, Jay Mojaria and Max Venning. These are shown in their Instagram profiles preparing different recipes with real pill recreations.

Among the proposals of the chefs there are all kinds of haute cuisine dishes. The introduction of edible soap seeks Generate a contrast with which the organization wants to highlight the dimensions of the problem. Either with some beans to the curry or with some spaghetti to the pepper.

“This project is vital so that we can continue to fulfill our mission of building a future in which everyone has access to basic hygiene products“, Explains Ruth Brok, CEO of The Hygiene Bank, in a statement.” We talk about articles necessary to guarantee health, hope, dignity and opportunities of people. “

The purchase of edible soap is available Since last March 27 under an initiative without announced completion. The organization aims to implement it in its continuous work to combat hygienic poverty, without another objective than the permanent commitment to facilitate access to cleaning products among the population.

“This campaign has given us a valuable platform to inform people about a problem that they did not know and to intensify our call to immediate political action, urging the Government to eliminate VAT from the soap, making it more accessible to all for all”, Concludes Brok.