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The Big Idea: Auntie Daisy is a new service that delivers sanitary towels and tampons discreetly through women’s letterboxes every month. 100% of profits go to Camfed - a charity educating and empowering girls in Africa. Matt Lill FRSA is the co-founder of Auntie Daisy.

When my partner Claire lived in Tanzania and taught English to young girls, she noticed how some of them would often miss school at certain times of the month. Without access to sanitary protection and without proper toilet facilities in schools, some girls in Africa can miss a whole week of lessons every single term – just because of their period. This leaves them way behind, which is just not right.

One evening many years later, Claire told me about the girls she met and the problems they faced. My brain automatically turned to my background of working with social enterprises, and a few glasses of wine later Auntie Daisy was born!

Matt Lill x1000 Matt Lill presenting Auntie Daisy at a recent RSA Engage event

Auntie Daisy is not just about supporting girls’ education with our profits. We want to hit a chord with women in the UK by relating to something they use every single month.

We aim to inspire women to change their shopping habits ever so slightly, and buy their sanitary products through Auntie Daisy. By buying social, they can have a direct impact on girl’s lives in Africa and help Camfed educate more young women of the future.

The RSA Catalyst grant has been fundamental in getting Auntie Daisy off the ground. We invested the funding in the packaging for our boxes, which will be hitting women’s letterboxes soon. The boxes look amazing and hopefully women who receive them will agree and enjoy opening them each month.

As well as funding, the RSA has provided us with some invaluable advice from its fellows, including those with expertise in marketing – essential for helping as many women as possible to hear about Auntie Daisy. We have also received a lot of advice and encouragement from other fellows we've met, including at the excellent recent #RSAEngage event (and I don't say that just because I was speaking at it!). We look forward to meeting more inspirational fellows over the coming months.

As for next steps - well to be honest as a new business everything’s a next step at the moment! But we definitely have some exciting times ahead. The first thing we want to do is find out what women really want when it comes to their periods. Together with Mumsnet, we've launched a survey about women’s monthly trends and habits. The responses will help ensure that we’re offering the best service we can, that appeals to women and gives them one less thing to think about each month.

Auntie Daisy needs you!

Auntie Daisy provides convenience, discretion and a contribution to a cause for our customers - we want to get these messages out in front of as many women as possible. We think that one way to do this is through partnerships with established women's networks.  Accordingly we would be grateful for advice from anybody who has held a senior position in such a network, or negotiated such a partnership, to make sure we get our pitch right, in a way that will be valuable for both sides.

RSA Fellows can help Auntie Daisy get it right from the start – please take the survey and pass it on to any women who might be interested. If you think Auntie Daisy is a service that could work for you, please visit our website and sign up. Again, please pass the link on to any women you know. You can also show your support and join the conversation on Facebook and Twitter.

We’re really excited about what the future holds for Auntie Daisy and we strongly believe in everything it stands for. But we’re always very open to more suggestions and ideas. Please do get in touch at – we look forward to hearing from you!


Matt Lill FRSA

Follow @AuntieDaisyUK 

Visit Auntie Daisy at

Take the survey at

To get help from RSA Catalyst for your social venture visit our webpage


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