#028 · 04 August 2024

Oh, my word it’s August! How did that happen?

Hello POPhealth readers and thanks for stopping by.

I was a little short on time when I wrote the last issue, so I kept the health news snappy. I also didn’t feature any health advertising campaigns, not intentionally. And perhaps overindulged on life updates. And well, let’s just say my subscription numbers took a hit.

Perhaps a content lesson was learnt for me. BUT. Hear me out.

A big part of my drive is letting my readers know there is a real person at the end of this newsletter. Not just some AI spewing out content for content’s sake. And as a strategist in advertising, I have an ironclad belief that inspiration comes from all the weird and wonderful corners of our lives. Not just in the work we do…

The binge-worthy TV shows I watch

A J-Pop artist I go see in concert

A fantastical summer music festival I take the family to

An offbeat article I read

Whatever it is, if it’s inspired me in some way, I’ll share it here in this newsletter. And I want you to do the same! I love hearing all about what you’ve been up to, what has inspired you this week and why. Tell me. Just hit reply and you’ll land straight in my inbox.

From my corner of the world, I took this past week off work. The work laptop and phone have been locked away, giving me a real opportunity to completely switch off and focus on being a mum. It’s been a much-needed blissful break from the daily schlep.

Part of the break was visiting my family in Leicestershire, and whilst here I took the boys to the National Space Centre – as it’s literally just down the road. And whilst I spent a whole lot of time chasing around after a 4-year-old, I will say it was bloody brilliant seeing my eldest’s eyes light up for so many spacey things - like a mock-up of the Columbus Module from the International Space Station, where we saw the “stand-up” sleeping quarters for the astronauts that live up there.

I must also say how blooming wonderful The Great Solar System Adventure show was in the Sir Patrick Moore Auditorium (once you got over the motion sickness). It’s a 360 dome that makes the storytelling so immersive. The animation feels 3D, almost like you are moving through it – but no glasses. These are the guys responsible for it: NSC Creative – and these types of dome/planetarium shows are what they do – how crazy would that Pink Floyd Show be?

I know we are all hyped up on Vision Pros and Meta Quests… but after this planetarium show, I’m thinking can we rewind the clock a bit and rock up to our next health congress with a portable dome and project a brand story onto it, whilst delegates lie on the floor and get transported into our narrative. Proposals are literally incoming from me on that! I’m inspired.

As you can see, I am full of beans… so shall we jump into all the other bits I’ve been ogling? And looking at the tabs I have open, this looks to be an accidental women+ health heavy issue…

It’s just a period

*eye roll*

I have to start this week by sharing the latest work from Essity’s Bodyform/Libresse and AMV BBDO. Together they set the bar high in transforming communications around women+ health and periods. A bar so high, it really did make me wonder where they could take it next. And by golly it’s good.

Here are some of the crazy-can-you-believe-this-is-still-a-thing-in-2024-stats that accompany the new campaign, Never Just A Period.

That’s right, women+ have been bleeding since the dawn of humanity… and here we are in 2024, still confused about it all. And we put humans on the moon.

The campaign aims to open up more real conversations about the reality of periods – from questions like “Am I dying?” to “Why does my discharge smell like [insert putrid entity here]?”. But for me, it’s the eye roll. SPOT. ON.

And not forgetting the execution. The brand world created for Bodyform/Libresse is incredibly intricate and beautiful. Mixed media, pacing, music, colour palette. It’s lush… and pleasingly reminiscent of their Womb Stories from a few years back.

Now, can we talk about that music?

A galvanising anthem for change! Yes!  

This is a masterclass in going two clicks more and to never hold back on your idea, but to execute it with untamed passion and creativity.

Whether you are a parent or not, you might enjoy this piece over at The Atlantic which explores the new age of endless parenting. According to the article, the way society understands child-rearing is evolving, and this is a great observation to bring into your advertising work (regardless of sector) this year.

The writer, Faith Hill, gives an alternative perspective on what is seen as a ‘parenting crisis’ and looks at the positives – moving the parent-child relationship on from something that has been somewhat transactional (i.e. parent keeps the child alive and healthy until adulthood, and eventually the grown child comes back to take on caregiving responsibilities) to something more beautiful, where family members can ask and receive more from one another.

Hertility and Sweaty Betty

Raising the bar for women’s fitness and reproductive health

This well-needed partnership from Hertility and Sweaty Betty is game-changing for activewear. The two brands have teamed up to release a FemTech capsule collection, that tackles the everyday discomfort and disregard for female bodies of typical sportswear

From period bloating to sore boobs, the 5-piece collection is built with women in mind, utilising Hertility’s wealth of data to guide the design and create something that feels great for women. The collection features sports clothing for different life stages; menstruation, maternity and menopause, including leak-proof leggings and maternity leggings that adapt to a growing bump.

It’s inspiring to see this collaboration from Hertility and Sweaty Betty. Here we have products that are not only functional but also emotionally resonate with the unmet needs of women today when it comes to activewear.  This is a partnership that just clicks, and proof that when done right, the synergy between two brands speaks for itself. Together, they are driving positive change by encouraging women to embrace their bodies and prioritise their physical health, especially through the hormonal changes experienced at key life stages… which let’s face it, make us want to give up on exercise.

I have so much admiration for this one… tell me, what do you think? 

And more on women’s health tech – it is a really exciting market to be in right now! This past week, Flo hit ‘unicorn’ status – a first in women’s health tech – after the London-based period tracking app raised more than $200 million in Series C funding, pushing it’s valuation above $1 billion!

A failed try at body positivity

Bluebella & Team GB

Now for a partnership I wasn’t so crazy about… and I don’t come at this one lightly, as it’s not what I want this newsletter to be about, it’s not my style.

Lingerie brand Bluebella, has partnered with Team GB’s women’s rugby team to promote body positivity in sports, encourage women to get active and see the beauty in strength – because as we’ve seen in the Olympics over the past week, the idea of femininity and strength, sadly don’t go hand in hand.

Whilst the campaign means well, it completely misses the mark. If you look at the images for the campaign, it’s not progress, but a backwards sexualisation of these incredible athletes. A campaign that doesn’t celebrate their sporting achievements, but instead adorns them in lace and lipstick.

Glamour Magazine did a great job at objectively pulling this campaign apart, and hit the nail on the head with the headline: Do sportswomen really need to be ‘sexy’ to be taken seriously?

The internet is divided on this one – which camp are you in? 

For Gen-Z, fertility anxiety is trending. What was once a taboo topic, has now become mainstream thanks to the path millennials, celebs and influences have paved by opening up about their fertility journeys.

And finally, just to wrap up this issue, do you remember that cute little guinea pig enjoying the piano music I shared a few issues back? Well, Marc Jacobs was apparently inspired! Check out this video from their socials:

@marcjacobs

Aura: +100000 @Dindin

The luxury brand has become infamous for its take on memes and injecting humour into its social media comms. They are def worth a look if you aren’t familiar – especially this latest piece with ‘tradwife’ influencer Nara Smith.

OK, that’s it for this issue. I started writing this on Thursday evening… and it is now Sunday afternoon. So def time to call it. I have a busy week ahead at work, including an all-day workshop tomorrow (after a week off!!!) – so prep time is needed for that tonight, although I’d much prefer to be writing, of course.

What hidden gems have you found inspiration from over the past couple of weeks? I’d love to hear about them! And as always, if you have found something inspiring in these paragraphs today, please share POPhealth with your friends and colleagues.

And if you are new here, don’t forget to subscribe – that way you’ll never miss an issue.

Thanks again for stopping by, your support for this little newsletter keeps me writing.

Until next time ✌️

EML