Purpose Awards EMEA 2020: Best Use of Creativity

Winner: Freuds & Proud Robinson + Partners

Purpose Awards EMEA 2020: Best Use of Creativity

Winner: 'Life Saving Wax' by Freuds & Proud Robinson + Partners for Public Health England and Treatwell

This campaign to encourage more cervical screenings focused on the disparity that as screening numbers decline, more women are having intimate waxing.

The message was delivered through trusted advocates – beauty therapists, working with Treatwell, Europe’s largest beauty booking platform. Research had found 74 per cent of women would listen to advice given by a beauty therapist. 

Beauty therapists were trained to help women see screening as a potentially life-saving part of self-care and to discuss it with friends and family.

Timed with the start of 'peak waxing' season, a launch featured media, influencers, salons and charities.

A 'hero' film featured women having waxing treatment, highlighting the contradiction between their openness to talking about (and enduring) that versus their reservations about cervical screening.

During the initial roll out, over 1,500 beauty therapists signed up. So far, the #lifesavingwax campaign has generated a total social reach of 11.5m with women opening sharing their own experiences.

In the first week, Treatwell saw 7.53 per cent more visits to their website, with over 6,500 direct visits to the Life Saving Wax page.

The campaign led to 100,000 more screenings over three months against the same period one year earlier.

Highly commended: 

‘SMASHED: The Looking Glass’ by Kindred, The Fawnbrake Collective, Craft and December19 for The Film and TV Charity

‘The Store of Modern Childhood’ by W and XYZ for The Children's Society


'Be A Good A**hole' by City to Sea

'SMASHED: The Looking Glass – stepping up to leadership by igniting a mental health movement for all those “behind the scenes” in UK film and TV' by Kindred, The Fawnbrake Collective, Craft and December19 for The Film & TV Charity

'The Store of Modern Childhood' by XYZ and W Communications for The Children's Society

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