Treatwell: Life Saving Wax

In 2019, Public Health England and their agency, Freuds, approached us at Treatwell with a unique campaign proposal...

The insight they provided was that cervical screening in women was at a 20 year low, however our data showed that intimate waxing treatments were at an all time high! The biggest part of the campaign was involving over 500 of our waxing salon partners to agree to open the conversation with clients about the importance of regular screenings.

As part of a wide range of campaign assets, I worked on a hero video that could be used across multiple channels and could be recut and repurposed accordingly. The brief was to create an attention-grabbing, thought-provoking piece of content, but also to keep it upbeat and positive despite the serious message. The idea was to show that intimate waxing was no less embarrassing or painful than a life-saving cervical screening.