What is the Project?
IDEAS THAT MOVE PEOPLE. TURN YOUR MISSION INTO SOMETHING THAT MAKES PEOPLE THINK, FEEL AND ACT. This campaign emerged at a time when conversations around topics such as body positivity and financial empowerment were sorely needed. One of the standout projects is “We Need to Talk About Vulvas.” This campaign led a number of integrated PR initiatives for Callaly and even earned five nominations. It was crafted to help Callaly break into a crowded period-care startup market where the chatter typically celebrated the buzz around bleeding. Instead, the campaign pivoted to shine a light on the very real, underrepresented experiences of those managing their periods. Surveys revealed that 40% of 16-24 year olds wished they had a “neat, symmetrical shaped vulva” and 22% had thought about cutting or bleaching their own vulvas. These surprising insights speak volumes about societal pressures and the importance of honest conversation… The campaign not only tackles sensitive topics head-on but also sets the stage for broader discussions about body image and self-acceptance.
Main Benefit
- 40% of 16-24 year olds wished for a neat, symmetrical shaped vulva
- 22% contemplated cutting or bleaching their own vulvas
- A staggering £600bn gender investment gap in the UK
- An estimated 267 years required to close the investment gap
- 70% of women do not open up about investments
- 60% of women feel unconfident discussing financial subjects
Campaign Narratives and Social Impact
Campaigns have been bold and unapologetic, tackling issues many shy away from. The “We Need to Talk About Vulvas” initiative uncovered shocking facts while encouraging a shift away from the celebratory buzz of menstruation towards a discussion that recognizes complex, lived experiences. Meanwhile, a project titled “Closing the Investment Gap, One Conversation at a Time” confronted a jaw-dropping £600bn gender investment gap in the UK. With research showing that 70% of women rarely discuss investments and 60% feel unconfident about the subject, the campaigns sparked raw, genuine discussions. The luxury workwear brand The Fold, through its #StartWithOne campaign, sought to empower more women to start investing. By turning a problem into a conversation, both initiatives created platforms where sensitive subjects met actionable solutions… The narrative shows that by addressing the unspoken issues, significant social impact can occur.
Creative Execution
The creative execution across these projects has been nothing short of dynamic. Campaigns were built using an in-house team complemented by a network of independent consultants and the Catch Collective of agencies. Services range from consumer insights and research to brand strategy and identity, website development, and communications and media strategy. The team embraced every step—from ideation through content development and production to media placement, PR, social media, and digital outreach. This approach includes strategy and positioning, media relations across consumer, corporate, and B2B sectors, thought leadership with media commentary, crisis communications, and spokesperson media training. Creative elements such as high-impact films, compelling copy—from books to blogs—and captivating photography, along with podcasts, have been thoughtfully integrated. All this ensures that campaigns not only capture attention but also inspire conversations that ripple across communities.
Digital and Social Synergy
In today’s rapidly evolving digital landscape, connecting strategy with technology is key. High-impact, integrated brand campaigns merge the realms of digital and social with precision. The digital strategy encompasses content planning, community management, influencer engagement, and meticulous SEO as well as link building. It is all about creating that organic reach complemented by well-placed paid strategies. Campaigns are designed to cascade naturally from online platforms to real-world actions. Promotional activities leverage social media while engaging content captivates audiences through dynamic digital narratives. This synergy between digital innovation and social engagement means that every message is timely, relatable, and far-reaching. It’s a process where natural conversation flows into structured digital strategies, ensuring that nothing gets lost along the way…
Different Topic: Expanding Creative Horizons
Creative initiatives have also ventured into broader cultural narratives. Projects have tackled issues like youth obesity, undertaken personal challenges like taking one’s own blood, and even championed trans rights. Campaigns have cast vulvas as icons of change and partnered with drag queens to support LGBTQI refugees. There has been a push to create plant-based heroes, campaign for better tax systems on food, and promote gender equity in finance. This broad-and-bold portfolio of work is a testament to the belief that every social issue deserves a creative response. Such campaigns blend art with activism, cultivating a space where storytelling and societal improvement intersect uniquely. The approach is casual yet strategic, inviting audiences to pause… and really think about the future these initiatives promise to build.
Project Impact
- SDG 5: Gender Equality – Through empowering discussions on body image and finance
- SDG 10: Reduced Inequalities – By addressing gaps in financial inclusion and representation
- SDG 11: Sustainable Cities and Communities – Via supporting startup communities and social cohesion
- SDG 12: Responsible Consumption and Production – With a focus on transparency and combating greenwashing
Different Topic: Innovative Collaborations and Extended Reach
The projects’ extended reach is amplified by innovative collaborations that blend traditional methodologies with modern approaches. A robust in-house team works alongside a network of independent consultants and a collective of agencies to bring a wide range of creative and strategic services to life. From concept and content for dinners and conferences to full-scale event production complete with set, light, and sound, every detail is strategically designed. Use of guestlist and logistics management has ensured that events run smoothly, further underlining the commitment to impactful storytelling. Casual yet engaging communication flows through every phase of these collaborations, allowing for natural dialogue that truly resonates with diverse audiences. This method of integrated campaign management highlights that real-world impact stems from bridging the gap between creative narrative and tangible outcomes… Every component, whether it is an engaging blog post or a meticulously choreographed event, contributes to a conversation that transforms societal views and encourages action.
