Brief:

Champion women’s empowerment and self-worth through an authentic, feel-good partnership — one that reframes indulgence not as a guilty pleasure, but as a bold act of self-worth. This campaign celebrates women claiming a moment for themselves: not because they’ve ‘earned it’ through productivity, but because they deserve it, full stop. Whether it’s five minutes with a book, a slow evening in, or simply enjoying a bar of chocolate — these aren’t escapes, they’re affirmations of value, confidence, and calm. The message is clear: self-care isn’t selfish, it’s powerful.

 

Idea:  

A meaningful partnership with the Young Women’s Trust, centred around the importance of pausing, self-care, and uplifting young women. The campaign invited audiences to take part in a moment of reflection and celebration by voting for the woman who most empowers them — from a list of iconic figures including Oprah and Malala. Through this interaction, we sparked a conversation around empowerment and showed that choosing to lift others up is a powerful, joyful act. The campaign combined warmth and purpose, while reinforcing Galaxy’s brand message: everyone deserves a moment to feel valued and inspired.

 

Results:

Empowering messages and good response in comment section supporting the message.

 

Role:

Creative & Social Strategy