STARTING A SELF-CARE MOVEMENT
Despite being in an era of self-care, British women are some of the least happy with their breasts - not giving them the same level of attention as the rest of their bodies. As Britain’s leading bra retailer, M&S asked the nation to think again about their boobs and start showing them the love they deserve - ultimately re-framing an in store service into an act of self-care.
Social was all about informative content. We educated women on how boobs change throughout our cycle, how to check boobs for breast cancer, how to find the right bra for different body shapes - all ultimately encouraging BraFit bookings in store.
The campaign launched with an installation by British artist Lydia Reeves. Sixteen M&S colleagues had their boobs cast as art pieces and displayed at London’s contemporary art & culture hotspot The Southbank, sparking a conversation on female body diversity and raising awareness of the M&S BraFit service.
