SANCTUARY SPA "REFRAMING SELF-CARE FROM A 'GUILTY PLEASURE' TO A 'PLEASURABLE NECESSITY'" TVC / OOH / DIGITAL / SOCIAL THE CHALLENGE In a world where consumers are resetting their behaviours and rethinking what they want their future to look like, Sanctuary Spa are seizing the opportunity to create a new self-care movement. This will help them move from being a brand all about gifting to a brand that’s used everyday ‘for me’. THE UNFAIR ADVANTAGE The combined smarts of our self-care survey, neuro-mapping and behavioural science gave us the impetus to take a bold move: We shined a light on self-care and reframed how women look at it; instead of seeing it as a ‘guilty pleasure’ we wanted them to think of it as a ‘pleasurable necessity’. We employed behavioural science interventions like piggybacking, chunking, authority bias and the humour effect to ensure we embedded this new behaviour change in culture. THE SOLUTION A poignant and playful look at what self-care really is: the #THISCOUNTS campaign highlights how self-care doesn’t have to be about unachievable yoga poses and instagrammable health retreats - it’s about simple attainable moments of joy that anyone can experience. The campaign message ‘PART OF YOUR 25 A DAY’ introduces a new normal that recommends 25 minutes of self-care every day. Using humour to disrupt the sector norms, and authority bias to reinforce action. People also viewed: View All Work Southpaw Southpaw Communications Limited Creative Advertising Agency The Warehouse, Hill Street, Tunbridge Wells, Kent TN1 2BY Map Contact Us sayhello@southpawagency.com +44 (0) 1892 51 7777 New Business Enquiries laura.wood@southpawagency.com Privacy & Cookies Policy Terms | © Southpaw Communications Ltd. All rights reserved.