SANCTUARY SPA by Kate Peters

“REFRAMING SELF-CARE FROM A ‘GUILTY PLEASURE’ TO A ‘PLEASURABLE NECESSITY'”

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.