We teamed up with the amazing folks at Rumpus to create designs for ActionAid’s campaign, calling out for donations to help end period poverty and provide enough menstrual hygiene kits in Cox’s Bazaar, one of the world’s largest refugee camps in Bangladesh. 


Client: ActionAid UK

Director: Joe Wood

Art Direction: Hend & Lamiaa

Animation: Chiara Sgatti & Christine Le

Junior Animation & Clean Up: Iona Menzies

Clean Up: Betta Ugliano

Creative Producer: Stef Bowskill

” The campaign was due to run for a month during and after Menstrual Hygiene Day (28 May) but was so successful that it ran for a further five months, both on Facebook and Instagram platforms. ActionAid UK also signed on more regular givers in the first week than it usually would in the entire month of December.”, 15th October 2020

The campaign was planned to run on social media platforms, so we had to make sure the designs worked in both portrait and square formats. And since the storyboards mainly showed arms instead of full characters, we wanted to make sure to show diversity through clothes, accessories and skin tones. 


Below are initial sketches for the main character, environment and the different arms. 

As for the refugee characters, we took inspiration from the beautiful colours and patterns on their clothes and tried to translate them in a simple form. 

“We loved Hend and Lamiaa’s designs, they were really on style for the target and definitely  helped give the campaign the movement and results it achieved. They were asked to produce a very sizeable and complex social media tool kit too, which they did with with ease. “

Stef Bowskill, Creative Producer at Rumpus, Bristol


We then adjusted some of the designs to fit in different formats across ActionAid’s website and social media platforms.