We’re trying new with a newsletter built of insights on our business and the landscape in general. Edition one is edited by our CEO Baz Moffat.
Bitesized business biscuits
Where to start. At The Well HQ we set time aside each week to discuss our business, insights, and the landscape all around us. These oscillations – I find them fascinating. They tell a story, now, that’s light years from 2021 when The Well HQ first launched.
As an example, our average lead-in time (the time it takes from first contact to a new client signing on the dotted line) has shrunk from nine months to two months in the last year alone. It’s a hell of a change. I’d love to tell you it’s exclusively down to us being better at our jobs but it’s more about where brands and the movement are at.
It used to take 174 meetings to court, meet, agree a plan and prise a meagre budget out of skeptical organisations’ CSR / ESG / petty cash budget. Not today. Industry is ready to do female health properly, and it shows in timeline, attitude and budget.
Cultural observations
For proof that industry is ready, plenty of advertisers are cranking up the risk-o-meter via campaigns that would’ve been taboo ten, five or even two years ago. And this is mainstream stuff; this is high-vis adspace and major league brands stuff.
Last month, Persil brought blood to billboards at men’s English Premier League (EPL) games and high street billboards (see pic) as part of its every stain should be part of the game campaign.
After a lifetime of baying to men’s perceived squeamishness (DON’T MENTION BLOOD / KEEP THE LIQUID BLUE), a mainstream consumer brand has sunk millions into EPL media buys and beyond to show its intent. It’s a powerful marker of change.
“Industry is ready to do female health properly, and it shows in timeline, attitude and budget.”
Limitless results
Breaking the taboo of blood in sport – it brings us to Limitless (AKA SchoolBlazer), whose Female Kit survey of nearly 2,000 schoolgirls, and their parents, coaches and teachers, revealed that periods are the primary kit concern.
The study, supported by TWHQ and analysed by Dr Emma and Orna, reveals several interesting nuggets, including that the underuse of sports bras in schools is less an awareness issue and more about limits in the market; in sizes, shapes and colours.
Half of the schoolgirls polled say sports kit shouldn’t be mandated and two in every three (65%) say the priority for bottom-half-wear should be comfort – not uniformity. Unsurprisingly, shorts were handed the award for girls’ least favourite kit item.
All in it’s interesting reading and off its back we’re in place to help Limitless mould the results into a fuller schools kit strategy for the coming months.
52% of girls don’t like playing sport on their period.
One last thing
If you’d have told me in 2021 that in four years I’d be at The Council of Europe advocating for continental cohesion in female healthcare / sporting strategy …
Last week that happened (see hero pic) and of all my career highlights this is up near the top. I’ll link you to my speech below as I cover off one / three last little things.
1) Here’s my speech
2) We have a Project Manager vacancy at The Well HQ (maternity cover)
3) Please tell us what you think of the new newsletter format. We’re tinkering.
That’s Click, Apply and Let us know. Why not do all three?
If you have any feedback, complaints or comments please email us at hello@thewell-hq.com
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