This Counts

Sanctuary Spa
"Reframing self-care from a 'guilty pleasure' to a 'pleasurable necessity'"



The Challenge

In a world where consumers are resetting their behaviours and rethinking what they want their future to look like, Sanctuary Spa are seizing the opportunity to create a new self-care movement. This will help them move from being a brand all about gifting to a brand that’s used everyday ‘for me’.

The Unfair Advantage

The combined smarts of our self-care survey, neuro-mapping and behavioural science gave us the impetus to take a bold move:

We shined a light on self-care and reframed how women look at it; instead of seeing it as a ‘guilty pleasure’ we wanted them to think of it as a ‘pleasurable necessity’. We employed behavioural science interventions like piggybacking, chunking, authority bias and the humour effect to ensure we embedded this new behaviour change in culture.

The Solution

A poignant and playful look at what self-care really is: the #THISCOUNTS campaign highlights how self-care doesn’t have to be about unachievable yoga poses and instagrammable health retreats - it’s about simple attainable moments of joy that anyone can experience.

The campaign message ‘PART OF YOUR 25 A DAY’ introduces a new normal that recommends 25 minutes of self-care every day. Using humour to disrupt the sector norms, and authority bias to reinforce action.

Southpaw Communications Ltd


Southpaw Communications Limited
Creative Advertising Agency
The Warehouse, Hill Street,
Tunbridge Wells,