With 45 years of expertise in the world of luxury wellbeing, Sanctuary Spa are perfectly placed to disrupt feelings of guilt amongst their audience and reframe self-care as a priority and a necessity. I worked with Southpaw to create a brand campaign that encourages 30-55-year old women of the ‘do it all generation’ to give themselves a moment of Sanctuary self-care. Gone are the unachievable yoga poses and instagrammable health retreats - we’re establishing a new normal, 25 minutes of simple attainable joy that anyone can experience - it all counts as part of your 25-a-day.

 This is a poignant and playful look at what self-care really is. We’re creating a movement. Empowering women with our 25-a-day proposition, and a truly relatable TV and print campaign, and encouraging them to create an achievable and transformative new habit.