Tackling Health Inequalities

We were delighted to host an expert and inspiring panel discussing women’s health and health inequalities, in particular the role brands can play to support and empower women in this space. It was standing room only at the event as Holli Kellet from Morrisons, Kate Dale from Sport England, Mary O’Reilly from Nuffield Health and Elisa Sai from Capgemini Invent, debated a whole host of opportunities for brands; from partnering with trusted health experts and challenging advantage blindness, to thinking laterally with innovative partnerships and closing the data gap to serve women better.

Key highlights from panellists: 

Holli Kellett (Morrisons) spoke about how brands can open up the conversation on women’s health – partnering with trusted health experts for credibility as a way to speak in the health space. 

Kate Dale (Sport England) urged brands to push against advantage blindness by listening to the women they want to reach and trusting their judgment. 

Mary O’Reilly (Nuffield Health) encouraged brands to be brave – to think laterally with innovative partnerships that empower women to prioritise their health and address key barriers. 

Elisa Sai (Capgemini Invent) emphasised the economic imperative for brands to act and their role in closing the data gap to serve women better. 

NHS x Morrisons - Be Body aware  

To drive earlier cancer diagnosis, the NHS needs to encourage people to be more familiar with their bodies and adopt a mindset of ‘knowing what’s normal for you’. This will encourage people to spot changes early and seek advice from their GP. 

We partnered with Morrisons to get cancer messaging from the NHS featured on the care labels and the outer packaging of Morrisons Nutmeg crop-top bras and boxers to prompt people to check themselves for changes to their body.

A first-of-its-kind partnership and the success is down to a disruptive solution of placing lifesaving prompts where it matters. Since launch, nearly 400,000 pairs of Nutmeg branded boxer shorts and crop-top bras carrying NHS care labelling have been sold across 240 Morrisons stores.

The campaign was Highly Commended at this year’s Purpose Awards. 

BACP - Burst the Self-doubt

Low self-esteem amongst women has become an unacceptable norm in society as new BACP research finds nearly 1 in 2 women struggle with, or are affected by, self-esteem issues. 

To address this, we created an interactive art installation at Battersea Power Station, encouraging women to prioritise their mental health through therapy. Passersby wrote their self-esteem issues on paint-filled balloons and fired them at a large canvas to spotlight the relief women can feel when seeking therapy.

The campaign secured 44 pieces of coverage, including BBC News, with an overall potential reach
of over 114 million.

Nuffield Health - Healthier Nation Index 

Data revealed that 74% of people aren’t meeting NHS movement guidelines, and 33% haven’t done vigorous exercise in the past year, emphasising a nationwide inactivity problem.

23red launched Nuffield Health’s Healthier Nation Index with targeted events, a social media campaign (#MyDailyMovement), and media outreach, leveraging high-profile ambassadors and experts to drive public awareness and media coverage.

We achieved 436 pieces of coverage, reaching over 5.8 billion people, encouraging the nation to move more. 

This Girl Can - Lift the Curfew

Safety concerns cause a drop-off in women enjoying exercising outdoors during the winter. During the winter months, a perceived ‘curfew’ hinders women’s likeliness to engage in outdoor exercise, with the fear of being active outdoors in darkness making them feel ‘anxious’, ‘vulnerable’ and ‘unsafe’. 

Our #LetsLiftTheCurfew campaign amplified women’s concerns and advocated for solutions that make outdoor exercise a safer experience.  We rallied women in a 5km run around Westminster to draw attention to the concerns preventing them getting active during darker months.  

The campaign took on a life of its own, with groups around the country, including Bristol University and Folkestone Running Club, inspired to mobilise their own #LetsLiftTheCurfew runs.

We achieved 233 pieces of media coverage, and the campaign was shortlisted at both this year’s PRWeek Awards and Purpose Awards.

Yona – Health for People with Vaginas

A team of designers and engineers from our colleagues at frog, set out to redesign and generate concepts surrounding the current clinical pelvic exam experience. To date, their work has included in-depth, inclusive design research, and a completely new design for the speculum, which now includes an MVP prototype. 

The team took a holistic approach in redesigning key moments of the exam. Not only did they come up with a more effective speculum design concept that benefits patient and provider, they also redesigned different touchpoints of the exam experience, both in the physical space and in the form of a digital app concept. 

Yona has continued to receive praise from critics and potential users alike, with over 22 media placements, and was nominated for a Webby in the Healthcare category. 

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