According to The Hygiene Bank (THB), in the past 12 months, 5.3 million adults in the UK have had to choose between buying food or essential toiletries. That’s disgraceful, bearing in mind that we’re talking about one of the world’s richest countries. “Hygiene poverty is an overlooked crisis, disproportionately affecting low-income families, people with disabilities and vulnerable communities,” says THB. “While lobsters are VAT-free, soap is taxed at 20%.” No… it doesn’t make any sense, does it? THB believes access to basic hygiene essentials is a human right, not a privilege, and that removing VAT on soap is a critical step in tackling hygiene poverty. I totally agree. 

  

Hence the launch of THB’s nationwide campaign, #StopTheSoapTax, which is calling on the UK Government to remove VAT on soap, an essential hygiene product that millions in the UK struggle to afford. The Government has the power to change this by reclassifying soap as an essential item and removing VAT immediately. Removing VAT on soap would cost the Treasury an estimated £19.52 million—a minor fiscal adjustment compared to other Government expenditures but one that would have a high social impact, especially to those with low incomes! 

  

To highlight the issue, THB is launching a striking public relations activation with Saatchi & Saatchi: a fake edible soap product designed to expose the impossible choices people in hygiene poverty face – in this case between eating and staying clean. It will be used to spark national conversation and drive petition signatures. Based on a real bar of soap that looks, tastes and smells like baked beans on toast, The Edible Soap was created in collaboration with ethical beauty brand The Good Wash. It’s made from organic cacao butter, oat flour, avocado oil, tomato sauce, bean flavouring, toast flavouring, paprika and Celtic sea salt. It's edible and it lathers up! 

  

Speaking to Creative Boom, Saatchi & Saatchi's Henrik Ridderheim explained that his team enlisted the help of acclaimed chefs and hospitality personalities. Each cooked up recipes using The Edible Soap, not just to demonstrate its edibility but also to provoke engagement. "We wanted to find a different way of using influencers and reach people who’d never heard of hygiene poverty before, so the idea of Michelin-star chefs cooking with an edible soap to raise awareness felt like a smart solution," he said. “The campaign's also driving fundraising, with virtual bars of the soap available to buy. For £15, supporters can donate to The Hygiene Bank's ongoing work, which includes supplying free hygiene products to UK residents in need.” Now that’s clever marketing! 

  

The next step is trying to get as many signatures as possible for THB’s petition, which will continue to support its important work. To donate, sign the petition, or learn more, visit: https://thehygienebank.com/the-edible-soap/